The Coalition for Debtor Education Marketing PlanJomoh Lewis

MKT 401 Case ApplicationsSt. Bonaventure University

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Table of ContentsExecutive Summary 3Strategic Focus and Plan Mission Statement 4 Financial Goals 4 Non-Financial Goals 4 Core Competency 5 Sustainable Competitative Advantage 5Situation Analysis SWOT Analysis 6 Industry Analysis 6 Competitor Analysis 7 Neighborhood Trust 7 Neighborhood Housing Services 8 Food Bank for New York City 10Marketing and Product Objectives Marketing Objectives 11 Product Objectives 12 Target Market 13 Points of Difference 13 Positioning Statement 14 Perceptual Map 14Marketing Program Product Strategy 14 Pricing Strategy 15 Promotion Strategy 16 Distribution Strategy 17Financial Data and Projections Past Sales Revenue 18 3 Year Projections 19Recommendations 20Implementation Plan and Timeline 20Evaluation and Control 21Board of Directors 22

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Executive SummaryThis report was produced to analyze potential ways to rebrand and grow mon-etary donations via private donors and grants from law firms, financial institu-tions, and trade groups for The Coalition for Debtor Education.

The research draws attention to the fact that since 2011, yearly donations to The Coalition has decreased by 22.6%. Within the same time frame, Neigh-boorhood Trust has maintained and slightly increased donations by less than 2%, Neighboorhood Housing Services of NYC has seen a decrease of 6.2%, and Food Bank for New York City has seen an decrease of 12.1%. These decreases can be attributed to the recovering economy which means there are less grants awarded and private donors are less likely to match their donations from prior years. With a steadily rising economy, grants are becoming more readily availaible and new grants are being established. An issue The Coali-tion is currently facing, is that they currently lack a way ro track the habits of individuals who have participated in their class.

Recently, The Coalition has been showing initiative to rebrand and restruc-ture what they offer. This report evaluates this claim and agrees that the new foundation The Coalition is currently seeking will help foster its growth. The ongoing interest of organizations across New York State supports this and if true, there is a very strong possibility that donations within the next couple of years can exceed 2011 funding by 8%.

It is recommended: • That The Coalition immedietly and aggresively seek an on-site intern(s); • Revitalize their digital footprint; • Build rapport with Not for Profits in the surrounding area; • Establish/Refresh leads with potential donors.

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Mission StatementThe Coalition is a not-for-profit organization whose continuing mission is to assist consumers, with a particular emphasis on vulnerable populations, in understanding and improving their ability to manage their financial affairs. The Coalition brings together multiple constituencies interested in consumers’ finan-cial competence, consumer finance, predatory lending, fore-closure prevention and the bankruptcy system. The Coalition is committed to the evaluation of the effectiveness of financial management programs and to the study of key issues affecting the consumer in the financial marketplace.

Financial Goals1. Grow donations to $110,00: º $65,000 through the use fundraisers and private donations º $65,000 through non-specific corporate donations from law firms and/or trade

associations2. Obtain $100,000 grant from First Niagra Bank

Non-Financial Goals1. Launch Coalition for Debtor Education official website2. Recruit Interns [employ at least one at all times]3. Obtain grant from Big Apps Ideas:º Create interesting dialouge to capture developers attentionº Create short video to promote app4. Contact All BDD Banksº Pilot one BDD program outside of NYC5. Grow NYC trained volunteer pool to 2506. Launch new research project targeting behavorial changes and resulting financial

benefit

Strategic Focus and Plan

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Core Competency

The Coalition does an amazing job at attracting competent volunteers that aide in the development of its cirruculum through its vast network composed of both students and working professionals.

Their affiliation with Fordham Law School enables them to tap into the Fordham Law network to obtain and train new instructurers whilst having the ability to form bridges with various Law firms, that can be potential donors.

The contrasting compononent of The Coalition that enables it to stand out from the rest, is how they deliver and instruct their financial literacy cours-es. The Coalition is one of the few organization that design and teach their lessons in a classroom setting and an interactive format, all at no cost to the community organization interested in hosting the class. Other financial literacy organizitions will provide orga-nizations with just the tools, which are the materials, but no instruction on how to effec-tively deliver a competent presentation.

Sustainable Competitative Advantage

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Core Competency

• Committed staff with diverse but complimentary backgrounds• Excellent reputation among those who know the Coalition • Unique materials that are graphically attractive • To be included within umbrella of new FordhamLaw School Center on Urban Studies• In-kind benefits from Fordham Law School

•No predictable/reliable source of funds•Small staff •Uneven Board involvement

• Growing demand for financial education• Grow relationships with Robin Hood Foundation, HCCI, DOE Fund• Growth outside NYC• Develop other niche markets to offer Train the Trainer programs: AARP, YMCA, college/law stu-dents, labor unions

• Slumping economy may mean fewer grant dollars• Small financial cushion

Strengths Weaknesses

Opportunities Threats

The financial literacy industry, is composed of organizations that are extensions of government campaigns, financial institutions and not for profit organizations. The motives for these orga-nizations to advocate for financial education by creating and promoting financial education materials, stems from their knowledge and understanding of how inadequate financial skills can hinder a persons progress in life.

Financial illiteracy can reduce a variety of social problems and help in the progression of at risk populations. By providing these resources poverty can be eliminated by teaching people about the importance of budgeting, understanding how bank accounts operate, understand how interest and credit works, and to be aware of their current financial health.

With bank accounts becoming common in modern society, now is the time to educate the young and old about the pros and cons of possessing an account. With technology quickly advancing, the masses can be made aware of how easy it is to maintain an account and how to utilize simple tools to ensure financial security (i.e credit reports, balancing checkbooks, maintaing a credit account).

Situation Analysis

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Industry Analysis Cont.

A current trend in financial literacy, is its introduction to children, beginning at the elementary level. By taking this approach, basic financials are becoming a part of daily life thus enabling better money management that will have positive implications far into the future. With technology now available at reasonable prices, there are now more ways then ever to spread and instill financial knowledge in everyone.

With ease of obtaining a bank account, a credit/debit card and the abundance of online payment services. Money management and the know-how of how to avoid debt is crucial.

Taking all of this into consideration, The Coaltition for Debtor Education has the ability to be a househould name. Their reputation is second to none and their history in New York City, which is one of the most diverse citys in the world, enables them to be the perfect candidate in the financial literacy movement.

By growing current grants from $112,000 to $150,000 within the next five years will allow The Coaltition to maintain and spread their expertise outside of the NYC and regular classes in the surrounding Tri-State area of Philladelphia and New Jersey. Their mission can be successfly be spread by being contracted by national and local institutions to provide the materials and teach-ing methods so the fight for financial literacy can cover multiple fronts.

Competitor Analysis

Competitors to The Coalition are predominetly organizations that provide financial services and one-on-one consulting. These organizations are:

Neighborhood Trust Neighborhood Trust is a credit union whos mission is to empower low-income individuals to become productive participants in the U.S. financial system and achieve their financial goals. Their primary goal is to immediat-

ly improve the financial stability of clients by getting them involved in debt reduction and improving their credit scores. Below is a synopsis of their impact:ImmediatePercentage of Unbanked Becoming Banked 43%

Over 12 monthsGraduates Who Improve Credit Score 49%Median Debt Reduction $1,700Average Credit Score Increase 50

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Neighborhood Housing ServicesNeighborhood Housing Services of New York City serves the metropolitan area of New York, New York. Through financial empowerment and affordable lend-ing, NHS enables individuals and families to invest in, preserve and improve their Neighborhoods, their Homes and their Future. In addition to providing services throughout New York City, NHS is a community-based

organization with targeted impact in the following Neighborhoods: Bedford-Stuyvesant, East Flatbush, North Bronx, Northern Queens, and South Bronx.

NHS is an infrastructure based organization which offers: Emergency Home Repairs: by providing approvals on emergency loans within 3-5 business days from time of application. The loans all possess low interest rates and have a maximum payback period of 5 years. Financial Capability: Getting Head, a 5-week course that provides you the right tools and support to take control of your financial future. Each week you will work with your financial advisor to put together your goals and employ the right plan for your success.

Financial Security for Seniors: Helping seniors protect their assets and manage finances.

Neighborhood Trusts can attribute their positive results to their strategy. Which is to get at the root of why low wage and financially untrained individuals have unhealthy financials. These individuals usually have a mistrust for financial services. Neighborhood Trust in-stills the trust of financial institutions in the minds of the Latino immigrant communites of Upper Manhattan which is composed of Washington Heights, Inwood and West Harlem.

Neighborhood Trusts primary target are customers, who are middle-aged to eldery. They entice clients to work with them by offereing accounts, debt elimination services. They also offer courses that focuses on outcome-based financial decisions and understanding credit.

Neighborhood Trusts strengths: Mission Location Network of 40+ partners Successful track recordNeighborhood Trusts weaknesses: Youth engagement No preventative financial courses Isolated to a small geographic region

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First Time Homebuyer Program: Prepare individuals for the responsibilities of homeownership, empowers them to make smart decisions throughout the home buy ing process, and connect them to the most affordable mortgage products, including any downpayment and/or closing cost assistance programs for which they may qualify.

Foreclosure Intervention: Foreclosure intervention counselors will assess your situ ation and provide recommendations for your next steps. If you are a New York homeowner that is behind in your mortgage payments, or concerned that you will become late

Home Improvement: provides loans to homeowners for moderate interior and exterior repairs.

Refinance: determine if refinancing is right for you and help you select a mortgage product that can help you meet your financial goals.

Summary of Rates: Offers you the education and affordable loans you need to buy, improve and keep your home.

Neighborhood Housing Services of New York City main target are clients looking to ob-tain/increase assets in real estate by purchasing their first home or restoring their home. The organizations primary focus is neighborhood stabilization and wants to maintain beauty in neighborhoods despite the people of the neighborhood economic standings. Essentially NHS wants to bring communities together and allow them to become self-sufficient, while simultaneously enabling residents to be in charge of their neighborhoods.

Neighborhood Housing Services strenghths: Real-Estate Community Ties Quick loan approvals Reasonable loan stipulationsNeighborhood Housing Services weaknesses: Niche market Not very well known

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Food Bank for New York CityFood Bank for NYC is the city’s major hunger-relief organization working to end food poverty throughout the five boroughs. As one of the country’s largest food banks, our mission is to end hunger in New York City by organizing food, information and support for community survival and dignity. As the city’s hub for integrated food poverty assis-

tance, Food Bank tackles the hunger issue on three fronts food distribution, income support and nutrition education.

Food Bank of NYC works to end hunger by providing resources for residents throughout NYC and by providing education on nutriton, they provide these resources through several programs within their foundation.

The programs include: Nutrition & Health Education: The Food Bank teaches nutrition and health education by having CookShop Program, which is a collaboration between Open Market BackPack Program and Network Services combat food poverty by helping New Yorkers in need move toward healthy lifestyles and supporting their net work of food assistance programs to build capacity and improve existing services.

TEN (Tiered Engagement Network): Through their sturdy network of more than 850+ programs, they work together to meet the needs of the community. TEN links member programs, to refer clients to each other and together provide a full range of needed benefits, from emergency food to SNAP benefits to income tax assistance. (below is a model of TEN)

Product-Market FocusMarketing Objectives:Aide the market of low income, immigrant, teen and elderly populations in under-banked areas, that are left open to predatory services due banks seeing little financial potential for immediate return on investment. Do this by utilizing our previous relationship with NYCHA to get financial literacy classes in other public housic developments.

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Income Support: Aside from their efforts to enlighten residents of NYC about nutri tion and maintain an impressive logistics network, the Food Bank of NYC also helps residents obtain all benefits they are entitled to.

Food Stamp Direct Service & Outreach: Works to educate and connect directly with low-income New Yorkers to ensure access to this key piece of the hunger safety net.

Food Stamp Training & Advocacy: Helps hundreds of community-based organizations citywide to act as food stamp resource and application centers for their communities.

Free Income Tax Services: Helping to bring more than $60 million in tax refunds and Earned Income Tax Credits (EITC) back into the city.

Food Bank for New York City strengths: Tiered Engagement Network Massive food preservation network Great reputationFood Bank for New York City weaknesses: Recipients may become dependent No plan to teach financial litteracy which would be beneficial to people stricken with food poverty

Product Objectives:• Create three tier curriculum: I. Basic personal financial literacy II. Maintaining financial stability III. Asset building• Capitalize on technology I. Develop an application II. Employ the website for more follow up with both students and volunteers III. Become conversant in the most up to date technologies for learning and presentations• Create more materials for non-English speaking consumers I. Translate more existing materials into Spanish and Chinese II. Translate materials into other languages III. Package all translated materials in same attractive graphics as other Coalition handouts • Maintain EOUST approval as provider of personal financial management I. CDE can both charge money to consumers seeking personal financial management approval and apply for grants (ex. FINRA) that would require EOUST approval. II. Status as approved provider adds legitimacy to the organization as a bona fide financial literacy provider• Establish partnerships I. Instead of use resources for mortgage foreclosure prevention programs try to estab lish a partnership with Neighborhood Housing Services

Marketing Objectives Cont.• “Brand” The Coalition• Expand the content of the website• Publish Three (3) brochures: (1) For general use for volunteers, community groups, consumers; (1) For funders and potential partners that explains more of the Coalition’s approach; (1) Fontaining important information about consumer education to be handed out to

consumers and as an example of our commitment to consumers.• Publish an online newsletter: I.Quarterly: Update Coalition activities, Information for consumers II.Suggestions for newsletter content: 1. Update on Coalition activities 2. Solicit input/interviews from specialists (Social Security; bankers; DCA; psychologists) to create a source of useful consumer financial information. 3. Consumer tips III. Distribute via email list “Friends of the Coalition”• Generate publicity on very selective basis I. American Banker interview, Channel 1 and Channel 13• Continue to employ idealist.org to attract qualified volunteers and advertise for interns.

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The Coalition’s target market is for at risk populations:

We teach to High School students between the ages of 16-18, this demographic will be attending college soon and will soon be offered different financial services. Teaching these students about the various financial aide opportunites available to them, will help them avoid massive amounts of debt. With this group, we place a heavy emphasis on budgeting and credit skills.

Our next primary target, is a broad market. We host classes for various social program that range from community centers to work corp groups. This is one of our primary targets due to their current opportunity, where they are usually learning skills that will enable to earn living wages and for most, take them out of poverty. The skills we teach they have not been thoroughly taught and with our direction they will possess a frim grasp of their financial security.

With our focus on at risk populations, The Coalition has presented train-the-trainer work-shops for service providers who work with domestic violence survivors, non-custodial fa-thers and service providers associated with the United Way. The Coalition staff has recently met with NYC’s Department of Homeless Services to plan a train-the-trainer workshop for service providers who will be working with clients who are transitioning our of homeless shelters into their own apartments. The clients are participating in Work Advantage, a pro-gram which offers cash incentives to encourage savings and financial responsibility

Target Market

Points of DifferenceOur ability to have such a renowned program can be attributed to how we deliver our material, but more importantly, our talented volunteers play a significant role. A major point of difference that sets The Coalition apart from various not for profits, is our prevention stance instead of a remedy to an issue. Also, we are spreading very valuable information to a very diverse and large market that our competitors simply cannot.

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Product StrategyThe current product offerings of The Coalition is very particular, what we offer are: •Grant-Based financial literacy classes for financial organizations. -Essentially, a bank will provide us with a grant and we will conduct classes repre

senting their organization alongside our own. -With this, we also train some of their own employees how to teach the class. •Free classes to community organizations •Online resources • Aide consumers seeking personal financial management approval and apply for

grants

Marketing Program

Positioning Statement

By targeting the NYC market of at risk populations between the ages of 16-40, The Coali-tion of Debtor Education is creating opportunites for financial unknowlegable individuals the ability to achieve and maintain a financially stable life through our offerings of free classes, resources available to any and everyone interested, and our volunteers who are able to empathize with participants seeking our resources.

Perceptual Map

Niche

Diverse

Geographic Reach:Low

Geographic Reach:High

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Product Strategy Cont.

Currently, The Coalition are investigating additional licencsing opportunities. These opportunites would fall under our Train the Trainer model. With this model we pro-vide organizations with our materials and provide training to their personnel. With this approach, we will expand our reach by collaborating with:

I. BDD and BDD-style programs in NY and beyond. II. CARE -CARE is a national organization sponsored by bankruptcy judges that re

cruits lawyers to teach credit-card abuse prevention classes in local high schools. III. College IV. Education Service Providers

To make our information more accessible, we are currently in the process of obtaining a grant through Big Apps NYCso we can have an app developed

Pricing Strategy

As of now, The Coalition for Debtor Education does not have a pricing strategy. In-stead we work obtain financial resources through donations and grants. However with the advent of licensing opportunities we can establish pricing guidelines for financial instutions:

Institutions interested in The Coalition teaching on their behalf, we can

require they offer us a grant between $5,000 & $25,000 depending on how long they would like to contract us.

Institutions interested in The Coalition Teaching the Teacher, we can require they offer us a grant between $50,000 & $100,000 + depending on how long they would like to use Coalition branded material and/or if they would be interested in The Coalition creating teaching material tailored specifically to their needs.

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Promotion Strategy To really push our efforts forward, we need more visibility. To really do this, our goal to

have at least one intern staffed at all times is crucial to our success. A fully integrated mar-keting communications plan requires that we have Traditional Marketing, Promotions and a Web Presence. The Coalition will focus on Traditional Marketing and a Digital presence

First and foremost we would focus on our Web Presence. To this, we will create a website

dedicated for the Coalition that is updated at a frequency that will allow consumers to access our information without being overwhelmed by the content. There will also dialouge be-tweem professionals from the personal finance arena offering their input on financial literacy and aid in broadcasting our message. (By networking we are also working on our Public Relations due to the visibilty of high profile individuals whose opinions are highly regarded)

The next step in our Web Presence growth will be on the Social Media front, this is where

our interns are crucial to the process. Post on our Facebook and Twitter pages will encour-age dialouge from our volunteers and past, present and future clients. In theory, this sounds easy but we will focus on being visible on social media platforms by having a maximum of 5-10 informative posts a week at peak times of day, which will be posted late in the morn-ing, mid afternoon and the early-mid evening. Very crucial to our social media will be by connecting with other educational organizations through these avenues and creating digital dialouge with them.

Thirdly, we will focus on garnering positive public relations. To simply state this, we will focus on gaining media attention (American Banker interviews; Channel 1; Channel 13) included with this strategy we will contact various news outlets and blogs with the intent of inviting them to cover our class and create an opportunity to have our efforts publicized in the paper and on the web.

Lastly, we will focus on good old direct marketing, which will be us directly contacting

various financial institutions with the intent to build our network and obtain expert insight. This plan will allow us to obtain grants based on relationship building efforts and grow The Coalition outside of New York City.

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Promotion Strategy Distribution Strategy Our current distribution strategy is mostly through word of mouth due to our exten-

sive network of working professionals. We have multiple collaborations and ongo-ing classes. We also teach a few courses at colleges in the city.

What can be done to improve our footprint, is to connect with eager students from these classes who may have contacts within their community so we can bring the class to their neighborhoods. By reaching out to organizations through our own efforts and contacting governments at municipal level, we can indirectly gain access to prominent organizations to help broaden our scope. Using this approach, we can host a monthly course that alternates bouroughs can be viable to distribute our ma-terial.

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Financials

2013  Income  to  date 2011 2012 2013Bank  Hapoalim $13,000.00 $10,000.00 $11,000.00Victory  State  Bank $8,000.00 $5,000.00 $0.00Capital  One  Bank $23,000.00 $25,000.00 $10,000.00Signature  Bank $8,200.00 $8,750.00 $10,250.00NYC  DCA $6,000.00 $24,900.00 $1,000.00Brooklyn  Public  Library $2,400.00 $3,100.00 $6,900.00Bank  On  Manhattan $2,080.00 $10,000.00 $60,000.00Ludwig  Foundation $10,000.00 $5,000.00 $3,500.00Common  Ground    NYC $0.00 $0.00 $1,700.00Common  Gropund  Brooklyn $0.00 $0.00 $2,100.00Common  Gropund  Brooklyn $0.00 $0.00 $1,800.00Personal  donations $0.00 $3,500.00 $3,100.00ING  Direct $0.00 $5,000.00 $0.00Volunteer  app  Day  (Board) $0.00 $350.00 $0.00TD $0.00 $0.00 $1,000.00Carver  Bank $9,210.00 $350.00 $0.00Amalgamated $4,000.00 $1,000.00 $0.00BOM $60,000.00 $0.00 $0.00Totals $147,901.00 $103,962.00 $114,363.00

ExpensesRent In-­‐kind  donation/  Fordham  Law  SchoolAccountant $4,000Insurance 1,646.00Payroll $82,000Interns $2,000Conference  expenses $2,434Brochure $206Fees $125Out  of  pocket $3,000Total  Expenses $95,411

Past Revenue

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3 Year Projections

2013  Income  to  date 2011 2012 2013 2014 2015 2016Bank  Hapoalim $13,000.00 $10,000.00 $11,000.00 $11,000.00 $11,000.00 $11,000.00Victory  State  Bank $8,000.00 $5,000.00 $0.00 $0.00 $0.00 $0.00Capital  One  Bank $23,000.00 $25,000.00 $10,000.00 $0.00 $0.00 $0.00Signature  Bank $8,200.00 $8,750.00 $10,250.00 $10,250.00 $10,250.00 $10,250.00NYC  DCA $6,000.00 $24,900.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00Brooklyn  Public  Library $2,400.00 $3,100.00 $6,900.00 $6,900.00 $6,900.00 $6,900.00Bank  On  Manhattan $2,080.00 $10,000.00 $60,000.00 $60,000.00 $20,000.00 $60,000.00Ludwig  Foundation $10,000.00 $5,000.00 $3,500.00 $1,500.00 $0.00 $0.00Common  Ground    NYC $0.00 $0.00 $1,700.00 $0.00 $0.00 $0.00Common  Gropund  Brooklyn $0.00 $0.00 $2,100.00 $0.00 $0.00 $0.00Common  Gropund  Brooklyn $0.00 $0.00 $1,800.00 $0.00 $0.00 $0.00Personal  donations $0.00 $3,500.00 $3,100.00 $5,000.00 $10,000.00 $25,000.00ING  Direct $0.00 $5,000.00 $0.00 $0.00 $0.00 $0.00Volunteer  app  Day  (Board) $0.00 $350.00 $0.00 $0.00 $0.00 $0.00TD $0.00 $0.00 $1,000.00 $0.00 $0.00 $0.00Carver  Bank $9,210.00 $350.00 $0.00 $0.00 $0.00 $0.00Amalgamated $4,000.00 $1,000.00 $0.00 $0.00 $0.00 $0.00BOM $60,000.00 $0.00 $0.00 $0.00 $0.00 $0.00First  Niagra  Bank $0.00 $0.00 $0.00 $0.00 $100,000.00 $0.00Totals $147,901.00 $103,962.00 $114,363.00 $97,664.00 $161,165.00 $116,166.00

ExpensesRent In-­‐kind  donation/  Fordham  Law  SchoolAccountant $4,000Insurance 1,646.00Payroll $82,000Interns $2,000Conference  expenses $2,434Brochure $206Fees $125Out  of  pocket $3,000Total  Expenses $95,411

* The projections are based off of information provided the Director of The Coalition Carol O’Rouke 19

RecommendationsSince there is currently no marketing department, The Coalition will need to heavily pursue its desire to have interns staffed year round.

Intern duties will include: Maintaining The Coalitions social media • Post material to help strengthen The Coalitions presence • Communicate fans of the page • Communicate with financial leaders and community organizations Contacting News Outlets • Photo opportunities • Event coverage • News segment Alongside doing this, interns will source current trends in financial management that is accesible to the masses and provide solutions to which The Coalition can use these to enhance their cirriculum.

Most importantly The Coaltion for Debtor Education will have to activiely pursue mobile application development, apps will soon be important to business to the same degree as web-sites are the price to purchase a smartphone or tablet with application functionality is relative-ly cheap.

The Coalition must also: Develop its website/app •Include built in financial tools (i.e budget, saving notices, account balancing) Contact Community Outreach programs • Build rapport to bring The Coalition to their program Connect with various Not for Profits in the surrounding area • Collaborate with The Coalition and share ideas Establish leads with potential donors • Contact information for: - Law firms

Implementation Plan and TimelineThe implementation plan for introducing these recommendations will be on a two year sched-ule.

To lead in the implementation of recommendations, The Coalition should establish an Of-ficial Twitter and Facebook within the next month. Once this is done, the pages should be revamped and cleaned up. In addition to this, obtain an auto posting software that will notify people about classes a week in advance and on the day off said class.

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After this phase is completed, The Coaltion should inquire about potential interns from their NYC volunteer base and Fordham Law school students during the summer months and have at least 4-6 interns that work 2-3 months assignments.

Once interns are selected, compile list of media/news outlets and create a script they will use when contacting the organizations.

Website development will be an ongoing project but should begin after The Coalitions sum-mer sessions. Heavy development should begin during September and last approximately 4-6 months.

Contacting Outreach programs, other not for profits and potential donors will all be done si-multaneously year round. The most efficient way to get these organizations aligned with The Coalition, will require The Coalition to send out invitations to for people within said organi-zations to observe a class in action.

*Since the App will be funded by New York City an accurate timeline is not available as of yet.

Implementation Plan and Timeline Cont.

Evaluation and Control To see if the recommendations I have made for The Coalition is effective, there will need to be rigirous data collection that details who has connected with The Coalition, if any partner-ships have become established,analyzing the statistics from social media accounts and the change in donations/grants.

For example, Facebook offers some very sophisticated and helpful page insights that will show how many likes, visits, posts and the reach the page has. All of this information is then broken down into time periods and shows how many people actually interacted with your post or followed your links. There will also be updates to the percentage change in all these parameters on a daily basis.

Twitter can be evaluated by looking at the interaction amongst all tweets which will include replys, retweets and favorites. In addition, to this the following:followers ratio will be ana-lyzed alongside with the average influx of followers after every class is complete.

As for the webpage, The Coalition can analyze webpage traffic.

For the App, app stores will provide information on the applications success in their store (i.e downloads, rates and comments)

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Susan Block-Lieb, General CounselProfessor of LawFordham Univ. School of Law140 West 62nd StreetNew York, NY 10023(212) 636-6782(212) 636-6899 faxsblocklieb@law.fordham.edu

Tony DavisFederal Reserve Bank of NYRegional and Community Outreach33 Liberty StreetNew York, NY 10045212-720-6369Tony.davis@ny.frb,org

Edward “Ted” J. Janger, EsqProfessor of LawBrooklyn Law School250 Joralemon Street, Room 813Brooklyn, NY 11201(718) 780-7995(917) 974-1053 celledward.janger@brooklaw.edu

Nancy A. Kistner, CFP ®Senior Vice President - Wealth Strategist Team LeaderU.S. Trust, Bank of America Private Wealth ManagementWealth Planning Solutions Group114 West 47th Street, 3rd FloorNew York, NY 10036212.852.3548 Office800.976.5962 Faxnancy.a.kistner@ustrust.com

Erik P. Shumar, MPA, MSW, PhD candidate, TreasurerCitibankCRA Senior Analyst, SVPCiti Community DevelopmentOne Court Square Floor 43, Long Island City, NY 11120Tel: 718-248-6527Fax: 646-502-6703erik.paul.shumar@citi.com

Cathy WeintraubDirector of ResearchNew York State Department of Financial Services One State St.NY, NY 10004(212) 709-1531(212) 709-1542 faxCathy.Weintraub@dfs.ny.gov

Board of DirectorsGreg BassukChief Operating Officer, Index IQ800 Westchester Avenue, Suite S-710Rye Brook, NY 10573Phone: (888) 934-0777gbassuk@indexiq.com

Karen DealeyManaging Director, Principal Accounting OfficerJefferies & Company 520 Madison Ave.New York, NY 10022212-708-2725212-284-2538 faxkdealey@jefferies.com

Barbara Kent, PresidentCoalition for Debtor Education33 West 60th StNew York, NY 10013212-636-7752212-636-6018 faxbkent@law.fordham.edu

Elizabeth McCaulPartner-in-Charge, Promontory Financial Group280 Park Avenue33rd floor West New York, NY 10017 212-365-6565emccaul@promontory.com

Chrystin OndersmaProfessorRutgers University School of Lawcondersma@kinoy.rutgers.edu

Richard “Rick” J. RobertoPresident Emeritis, Neighborhood Housing Services85 Piedmont AvenueStaten Island, NY 10305(917-975-5634rroberto1222@aol.com

Donal WardeAnalystReal Estate Capital Partners 917 292 1044 donal.warde@gmail.com

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