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STRATEGIC MARKETING PLAN

VIEWS: 4 PAGES: 88

									A   L     L              T        H       E               A         R      T         S              F       O         R               A       L   L
                                          T        H      E                K         I      D       S
                                      t he ar t s are t h e bir t hr ight of e v e r y c h ild




                          STRATEGIC MARKETING PLAN




                                                           PREPARED FOR:

                                                           Lauralyn Eschner

                                           President, All The Arts for All the Kids

                                                       1401 W. Valencia Drive

                                                          Fullerton, Ca 92833



                                                             PREPARED BY:

                                                            Ryan D. Nibouar

                                                     Senior Marketing Student

                                                            Biola University



                                                           SUPERVISED BY:

                                                        Les Harman, M.S.B.A.

                                                          Associate Professor

                                                            Biola University




        1 3 8 0 0 B i o l a Av e , L a M i r a d a , C a 9 0 6 3 9 • t e l e p h o n e : 5 6 2 . 9 0 3 . 6 0 0 0 • w w w. b i o l a . e d u
      A    L     L              T        H       E               A         R      T         S              F       O         R               A       L   L
                                                 T        H      E                K         I      D       S
                                             t he ar t s are t h e bir t hr ight of e v e r y c h ild

                                                        Executive Summary
Summary of Client: All the Arts for All the Kids was established in 1991 to combat the nationwide trend
toward cutting arts programs out of school curriculum. They are committed to providing arts education
for the K- 6 curriculum in the Fullerton School District. The organization provides funding for close to
10,000 art lessons every year in each category of visual art, dance, music, and theater. Additionally the
organization fund grants for teachers, fund the Arts Learning Activities Buses (Arts LAB), fund art exhib-
its, provide musical instruments, and educate the public about the importance of having the arts in edu-
cation.

Research Used: The main sources of research for this project were interviews with the president of the
organization, Lauralyn Eshner. Other valuable sources included articles, websites, and board member
interviews.

Area Analysis: The organization has a very strong program, but needs to increase its visibility, implement
research and tracking systems, increase funding, utilize volunteers better, and hire a Fulltime Executive
Director to oversee the organization.

Internal Strategies

• Seek a qualified fulltime executive director.

• Separate committees should be formed to take on the tasks of marketing and event planning.

• Individual board members should assume the role of: volunteer coordinator, public relations coordina-
  tor, newsletter publisher, grant writer, and research and tracking systems coordinator.

• All the Arts for All the Kids should seek qualified marketing interns from local universities.

• The organization should continually recruit qualified board members and volunteers.

External Strategies

• At this time All the Arts for All the Kids should focus heavily on parents as donors.

• In order for parents to be willing to donate three things must occur first:

    • Increase parent’s experience of All the Arts for All the Kids.

    • Must demonstrate to parents the importance of having arts education in student’s lives and why
      their children need this program.

    • Parents must understand how their donations will increase the benefit to their children.



Promotional/Fundraising Strategies

• All the Arts for All the Kids should begin publishing a newsletter.

• Begin using press releases more often.

• Streamline the donation process.

• Update the All the Arts for All the Kids website using a Content Management System.


               1 3 8 0 0 B i o l a Av e , L a M i r a d a , C a 9 0 6 3 9 • t e l e p h o n e : 5 6 2 . 9 0 3 . 6 0 0 0 • w w w. b i o l a . e d u
                                               Table of Contents

Situational Analysis
                                                                                        5

        Brief History
                                                                                       5

        Internal Environment
                                                                                6

                Current Mission Statement
                                                                   6

                Current Marketing Structure and Marketing Decision-Making Protocol.
                         6

                Board of Directors
                                                                          7

                Volunteers
                                                                                  8

                Customer Process
                                                                           10

                Customer Satisfaction
                                                                      10

                Current Tracking/Research System
                                                           10

                Related Internal Issues
                                                                    11

        External Environment
                                                                               12

                Target Markets
                                                                             12

                Competition
                                                                                13

                Political/Legal Environment
                                                                13

                Social/Cultural Environment
                                                                14

Marketing Area Analysis
                                                                                    15

                Very Strong & Strong Areas
                                                                 15

                Areas That May Need Improvement
                                                            15
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                Areas That Definitely Need Improvement
                              16

                Areas That Need To be Continually Monitored
                        16

Primary/Major Marketing Objective
                                                  17

                Short Term Goals
                                                   17

                Long Term Goals
                                                    17

Marketing Strategies
                                                               18

        Internal Marketing Strategies
                                              18

                Proposed mission statement
                                         18

                Customer Process
                                                   19

                Customer Satisfaction Surveys
                                      19

                Research/Tracking System
                                           24

                Organizational Marketing Structure
                                 27

        Job Description for Executive Director
                                     32

        Job Description for Marketing Intern
                                       37

                Sample Marketing Meeting Agenda
                                    39

        Sample Marketing Meeting Agenda
                                            40

                Board of Directors
                                                 41

                Volunteers
                                                         43

        External Marketing Strategies
                                              45

                List of potential Target markets
                                   45

                Specific Target Market: Parents/Donors
                              46

                Parent Donor Experience
                                            47

                Price Strategies
                                                   49
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                Service Strategies
                                              50

                Place Strategies
                                                52

                Positioning Strategy Map
                                        53

Promotion/Awareness Strategies
                                                  57

                Newsletter
                                                      57

                Public Service Announcement
                                     59

                Internal Letter Campaign
                                        62

                Website
                                                         63

        Recommended Website Outline
                                             65

Fund Raising Strategies
                                                         70

                General Fund Raising Strategies
                                 70

                Networking
                                                      72

                Non-Traditional Fund Raising Options
                            73

                Support Letter Campaign
                                         74

        Internal Support Letter
                                                 75

List of Marketing Activities
                                                    77

        Short-Term Activities
                                                   77

        Long-Term Activities
                                                    78

        Monthly Activities
                                                      79

        Annual Activities
                                                       80

        Ongoing Activities
                                                      81

Marketing Cost
                                                                  82

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List of Research Conducted
                               83

        Articles
                                         83

        Websites
                                         84

        Interviews
                                       85

        Information Packet
                               85

        Brochures
                                        86




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I.                                                   Situational Analysis

The pu r pos e of t his s e c t ion is t o provide in for mat ion abou t t he his t or y an d c u r re n t
ope r at ion s of t he organ izat ion . I t w ill provide an in t e r n al an d e x t e r n al e n viron-
me n t al an alys is w it h t he aim of ide n t ifyin g an d as s e s s in g s pe c ific proble m are as .



Brief History
        All the Arts for All the Kids was established in 1991 to combat the nationwide trend toward
        cutting arts programs out of school curriculum (Article #11). Lauralyn Eschner, who is the
        primary contact for this project, is not only the president of All the Arts for All the Kids, but
        also the Visual and Performing Arts Coordinator for the Fullerton School District. Through
        both of these roles she is able to maximize the impact of arts education for the students (Pro-
        fessional Interview #2). The organization is operated out of Lauralyn’s office at the Fuller-
        ton School District Offices. There is no fulltime or paid staff members as part of the organi-
        zation.

        
                        All the Arts for All the Kids is an independent nonprofit 501(c)(3) organization
        that is committed to providing arts education for the K- 6 curriculum in the Fullerton School
        District. This organization operates on the belief that children are entitled to an arts educa-
        tion by their birthright. The organization operates as a facilitator and provides funding for
        close to 10,000 art lessons every year for the school district (Website #1). Children in the dis-
        trict annually receive a total of twenty-four art lessons, six in each category of visual art,
        dance, music, and theater. Additionally the organization fund grants for teachers, fund the
        Arts Learning Activities Buses (Arts LAB), fund art exhibits, provide musical instruments,
        and educate the public about the importance of having the arts in education. The Arts
        Learning Activities Buses have received a great deal of public attention for educational in-
        novation (Website #1). These buses are portable art laboratories that travel to different
        schools with artist/teachers and provide students with the opportunity to make short mov-
        ies about what they are learning in the classroom.




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Internal Environment


The pu r pos e of t his s e c t ion is t o t ake an in de pt h look at t he in t e r n al fac t or s t h at
c on t rol how t he organ izat ion ope r at e s an d as s e s s ov e r all e ffe c t ive n e s s of t he organ i-
zat ion .


A. Current Mission Statement

        The current mission statement may be too broad and doesn’t provide a strategic foundation
        by which the organization can gain specific direction or judge success. Additionally, the
        current mission statement does not clearly communicate how the organization goes about
        achieving their mission or even how the organization operates exclusively in the Fullerton
        School District.

        Current Mission Statement:

        All the Arts for All the Kids Foundation is an independent nonprofit organization dedicated to devel-
        oping, sustaining, and supporting the arts in the Fullerton School District. We raise funds which are
        used exclusively to supplement the District’s ongoing arts programs. This grass roots community
        effort is staffed solely by volunteers, so that all proceeds go directly to the children in every school in
        the District. It is this organization’s passionate belief that the arts are the birthright of every child
        (Brochure #1).

        Personal evaluation: Area that may need improvement and monitoring.



B. Current Marketing Structure and Marketing Decision-Making Protocol.


        Currently All the Arts for All the Kids implements very little in the way of marketing. There
        is however a deeply understood desire to increase their marketing activities. The organiza-
        tion feels that they have an exceptional program in place but wishes to increase their public
        visibility. They hope that an increased visibility will allow them to raise awareness about
        the program, educate the public about the importance of providing students with arts edu-
        cation, as well as make themselves more attractive to donors. There have been a number of
        attempts in the past to raise awareness about the organization but with minimal results. The
        most concentrated and successful marketing efforts have been for specific fundraising activi-
        ties such as the annual Artists’ Pin Auction (Professional Interview #2).
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        The primary need for marketing related activities is to increase public awareness about the
        program and to educate the public on the importance of having arts in the school. There is
        almost no need for marketing to attract customers because the organization has positioned
        itself in a way that all of the end users are the K-6 students in the Fullerton School District.
        Since this organization operates similarly to a booster organization and donates most of the
        money that it generates directly to funding art lessons for students, their public image is ex-
        tremely important in attracting potential donors (Professional Interview #2).

        As the organization currently exists, the foundation and the board members handle all mar-
        keting decisions. One board member has experience in public relations, but other than that
        there are few resources available to the organization to help them with their marketing deci-
        sions. Currently there is no specific taskforce or protocol in place to specifically handle
        marketing related issues (Professional Interview #2).

        Personal evaluation: Area that may need improvement and monitoring.



C. Board of Directors

i.        Influence in the decision making of the organization:

        • The board members are highly involved in this organization and provide input into most
            decisions that need to be made.

        • The board routinely meets once a month to discuss issues facing the organization and to
            plan events.

        • Not only does the board provide oversight for All the Arts for All the Kids, but they are
            also used to accomplish the various tasks that the organization may need (Professional
            Interview #2).

        • There is a sentiment amongst the board members right now that every cent being donated
            to the company must be given directly to helping the children (Professional Interview #2).
            This may cause problems in the future as the organization grows and must allocate money
            for fulltime personnel and other incurred expenses.

ii.       Recruitment needs:

        It has been said that the board is made up of “heart people and art people (Professional In-
        terview #2). These board members are very passionate about the foundations cause but
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        there may be a need to recruit other talented board members to provide professional insight
        into current and future issues. Right now the organization would benefit from having addi-
        tional board members with expertise in areas that the organization needs. Specific areas in-
        clude marketing, fundraising, organization, database management, and public relations.

        There is also the need to continually bring a new wave of people on the board (Professional
        Interview #2). It is the goal of Lauralyn Eschner to see that this organization outlives her. In
        order to accomplish this goal, she acknowledges the need to create sustainability within the
        organization by continually providing a fresh wave of board members to care for the or-
        ganization.

iii.      How well are they utilized throughout the organization

        The board members are the lifeblood of this organization and are used at almost every level.
        Not only does the board provide oversight for All the Arts for All the Kids, but they are also
        used to accomplish the various tasks that the organization may need. Many more tasks still
        exist that should be farmed out to board members but even then the growing needs of the
        organization are more than what can currently be managed (Professional Interview #2).

iv.       Satisfaction Level

        Currently there is no way to judge the satisfaction level of these board members.

        Personal evaluation: Area that may need improvement and monitoring.




D. Volunteers

i.        Importance of volunteers to the success of the organization:

        Volunteers are not currently used as widely as they are needed at All the Arts for All the
        Kids. The board members do most of the work and volunteers are occasionally used for
        fundraising events. In its current state there is plenty of work for skilled volunteers, but no
        one available to head up coordinating these volunteers.

        Areas where volunteers could be used:

        • Fundraising/Grant Writing

        • Marketing

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        • Promotions

        • Newsletter

        • Website

        • Public Relations

        • Sponsorship

ii.       Coordination of volunteers:

        Volunteers are coordinated as needed at fundraising events. Other than these events there is
        little coordination of volunteers (Professional Interview #2).

iii.      What are their responsibilities:

        Responsibilities of volunteers vary depending on what needs to be accomplished (Profes-
        sional Interview #2).

iv.       Volunteer recruitment needs:

        There are needs for recruitment of skilled volunteers as well as someone to coordinate these
        volunteers on a fulltime basis. However at this time the infrastructure does not exist within
        the organization to accomplish this.

v.        Utilization of volunteers throughout the organization:

        Volunteers are currently being underutilized in the organization. There is a considerable
        amount of work that volunteers could be used to do but no one with the time or organiza-
        tional capabilities to coordinate volunteers in a manner that would be effective for the or-
        ganization.


vi.       Volunteer training:

        Training is done as needed.


vii. Satisfaction Level:

        Currently there is nothing in place to measure the satisfaction level of volunteers.

        Personal evaluation: Area that definitely needs improvement.

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E. Customer Process

        All the Arts for All the Kids does not have the need for a defined customer process. The by-
        laws of the organization are set so that primary benefactor of the organization is the Fuller-
        ton School District (Professional Interview #2). The end customers that receive the benefit
        from the organization are the K-6 students in the district. The unique relationship that All
        the Arts for All the Kids has with the district allow for the foundation to provide input into
        the schools curriculum. All students in the district receive twenty-four art lessons a year.
        The students receive the benefit of All the Arts for All the Kids not because they chose to,
        but because it is incorporated into the districts K-6 curriculum.

        Personal evaluation: Very strong area.



F. Customer Satisfaction

        Currently there is nothing in place to judge the satisfaction level of these customers/
        students. Anecdotal information indicates a very high student satisfaction level with the
        program (Professional Interview #1). Additionally, since the students benefit from the pro-
        gram involuntarily evaluating their satisfaction level is not of crucial importance. However,
        there should be some instruments in place to measure parent’s satisfaction levels.

        Personal evaluation: Area that may need improvement and monitoring.



G. Current Tracking/Research System

        When seeking funding from donors and grants it is extremely important to be able to pro-
        vide information that speaks to the success of the organization. In order to provide this in-
        formation organizations must first develop methods of gathering and assessing their suc-
        cess. Currently All the Arts for All the Kids measures their success by their visibility, and
        the amount of money that they are able to raise for arts lessons (Professional Interview #2).
        A wide variety of anecdotal information is available to show the popularity of the program
        but there are no other measures in place to collect statistical data about student and parent
        satisfaction, or overall impact of arts on the Fullerton School District students. In addition
        to tracking satisfaction levels other information such as fundraising goals, number of lessons
        taught to date, and total number of students impacted by the program.

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        Personal evaluation: Area that definitely needs improvement.



H. Related Internal Issues

        The organization is growing at a rate in which it is currently finding difficulty keeping up.
        The organization was originally founded specifically provide a better arts education pro-
        gram for the Fullerton School District’s K-6 curriculum. However, it has become such a
        popular program that the Fullerton School District would like to further develop its curricu-
        lum. Other districts are also looking to model the program or bring the All the Arts for All
        the Kids organization to their district. The foundation is coming to a place where it may no
        longer be able to keep up with the growth without creating fulltime positions to oversee the
        inner workings of the organization.




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External Environment


The pu r pos e of t his s e c t ion is t o gain in s ight in t o t h e e xt e r n al fac t or s t hat may affe c t
t he s u c c e s s of t he organ izat ion . The s e may in c lu d e t he t arge t mar ke t , polit ic al/le gal
fac t or s , an d s oc ial


A. Target Markets

i.        Current End-Users of the services provided

        The current end users of the All the Arts for All the Kids organization is the students of the
        K-6 Fullerton School District curriculum. The money that is donated to All the Arts for All
        the Kids eventually goes directly to benefiting these students and their arts education (Web-
        site #1). The demographic makeup of these students consists of both males and females ag-
        ing from 4-11. The ethnic breakdown as of October 2005 for all students in the Fullerton
        School District was 46% Hispanic 28% White, 20% Asian, 2% Black, and 4% Other. During
        2005 there were nearly 14,000 students enrolled in the district. Keep in mind these numbers
        reflect the entire school district and not just the K-6 program which All the Arts for All the
        Kids reaches (Website #2).

ii.       Current External Supporters

        There are a number of external supporters that keep All the Arts for All the Kids up and
        running. The organization has no income outside of fundraising, charitable donations, and
        grants. The students and their parents/caretakers are not charged to be a part of the pro-
        gram because it is built into the Fullerton School District curriculum. Fortunately they have
        a very low overhead and are able to channel the majority of the funds they receive directly
        to the hands that need it (Professional Interview #2).


        A few of the notable donors are:

        • The Christensen Fund

        • Orange County Community Foundation

        • RC Baker Foundation

        • Amigos de los Niños


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        • Apple Co.

        • Disney Cast Community Award (Website #2)



B. Competition

        There are no direct competitors to All the Arts for All the Kids that provide a comparable
        service. They do however face competition with other organizations that compete for grants
        and donations. It is therefore important that All the Arts for All the Kids position them-
        selves in a manner that makes them highly attractive to donors and granting organizations.
        Additionally, there are a number of charter schools that specialize in providing a curriculum
        that is highly centered on an arts education. An example of this is the Orange County Edu-
        cational Arts Academy located in downtown Santa Ana, California (Website #6).

C. Political/Legal Environment

        There are several political and legal factors that affect All the Arts for All the Kids. The first
        of these is the political climate that affects funding for schools (Professional Interview #2).
        When more funding is available from the state it is much easier for the district to provide
        funding for arts curriculum on its own. However, when less funding is available the arts
        curriculum is usually one of the first to suffer (Article #9). Several years ago there was a
        statewide initiative to reduce classroom size. This forced schools to reallocate their budgets
        away from arts programming to provide more classrooms and more teachers. At this time
        All the Arts for All the Kids stepped in for the Fullerton School District and completely
        funded the arts lessons that would have been lost in the reallocation of funds (Professional
        Interview #2).

        Another political issue that impacts the organization is the level of support shown in the
        school board and at the district level. Fortunately these entities have been extremely sup-
        portive of All the Arts for All the Kids so far but any changes that they make in the K-6 cur-
        riculum can have a profound impact on the organization. One of the ways All the Arts for
        All the Kids has been successful in influencing these political bodies is by raising support
        for the program in the community. Lauralyn Eschner has noted that having a strongly sup-
        portive community is fundamental in continuing the current arts programming (Profes-
        sional Interview #2).




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D. Social/Cultural Environment


        Similar to most other organization, there are a handful of social and cultural elements that
        have an impact on the livelihood of All the Arts for All the Kids. The primary factor that
        impacts this organization is the perceived value of having the arts in education (Articles #8
        and #9). This issue is related to the economy as well as some of the previously mentioned
        political issues. At times when the arts are perceived as being extremely valuable it is much
        easier to raise funding for the cause and keep arts programs in the curriculum. However, at
        times when the arts are not perceived as being as important or when there is a slump in the
        economy arts programs are usually the first to suffer and funding can be scarce to find. This
        is why it is so important that one of the objectives for All the Arts for All the Kids be to con-
        tinually educate the public on the need and benefits of having a comprehensive arts pro-
        gram in the curriculum (Professional Interview #2).




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II.                                    Marketing Area Analysis

The pu r pos e of t his s e c t ion is t o id e n t ify t he s t ron g are as of t he org an izat ion an d t h e
are as t hat n e e d improve me n t . The foc u s of t his s e c t ion is n ot t o be c r it ic al of t h e or-
gan izat ion , bu t t o provide dire c t ion for t he re main de r of t he p roje c t an d be gin dis-
c ove r in g how t he organ izat ion c an be improve d.


A. Very Strong & Strong Areas

        • Innovative ideas that are successful in making students want to learn material

        • Passionate and involved board of directors

        • Creative partnering and positioning with the school district

        • Unique approach to education

        • Qualified board members

        • Understanding of need to create a sustainable organization

        • Excellent leadership

        • Board involvement in marketing decision making

        • Community involvement

        • Customer process

B. Areas That May Need Improvement

        • Current mission statement may need to be refined to better reflect the goals of the organi-
            zation and provide direction

        • Current marketing structure

        • Board member recruitment may need improvement to continually attract board members
            that will be a useful asset to the organization

        • Sentiment amongst board members that every cent go directly the children may need to
            change in order to build the organizations infrastructure and ensure its livelihood



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C. Areas That Definitely Need Improvement

        • Visibility of the organization

        • Use of volunteers and volunteer coordination

        • Monitoring of satisfaction for board members, students, parents, donors and volunteers

        • Additional tracking an research to monitor the effectiveness of the organization

        • Organizational structure. As the organization grows they will likely need to restructure
            the organization with fulltime personnel to handle the workload.



D. Areas That Need To be Continually Monitored

        • Mission statement should change as the company continues to grow and adapt

        • Marketing strategy also needs to be monitored so that it can be changed to meet future
            needs

        • Recruiting qualified board member should be an ongoing focus of the organization

        • Political, legal, social, and cultural environments must be monitored at all times so that the
            organization can quickly adapt to changing situations.




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III.                             Primary/Major Marketing Objective

The pu r pos e for t his s e c t ion is t o provide a lis t of obje c t ive s t h at h ave be e n ide n t ifie d
s o far in t he pape r an d s hou ld addre s s e d t hrou g h t h e re c omme n d at ion in t he re s t of
t he plan .


        Short Term Goals

        • Increase visibility of the program, especially amongst parents (Continually).

        • Seek out more funding for the organization in order to create fulltime positions and in-
            crease the benefit to students (Continually).

        • Come up with a list of ways by which the organization can become self-sufficient (Con-
            tinually).

        • Develop surveys to assess satisfaction levels of board members, students, parents, donors
            and volunteers (Before 2007 - 2008 school year).

        • Publish a monthly newsletter (Beginning 2007 - 2008 school year).

        • Update website, make it interactive, have it be the center of the marketing campaign (Be-
            fore 2007 - 2008 school year).

        • Increase parent experience of the organization (Beginning 2007 - 2008 school year).

        • Begin aggressively targeting parents for donations. (Beginning 2007 - 2008 school year).



        Long Term Goals

        • Create a paid position for a fulltime executive director (As funding becomes available).

        • Create a sustainable operation.

        • Continue to educate the public about the need for arts education in the schools.

        • Donate more funding to the Fullerton School District

        • Receive more media attention to increase awareness.



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IV.                                             Marketing Strategies

The pu r pos e of t his s e c t ion is t o make s t r at e gic re c omme n d at ion s on how t o improve
t he are as ide n t ifie d in s e c t ion I I . Mar ke t in g A re a A n alys is .


Internal Marketing Strategies



A. Proposed mission statement


        Current Mission Statement:

                All the Arts for All the Kids Foundation is an independent nonprofit organization dedicated to
                developing, sustaining, and supporting the arts in the Fullerton School District. We raise funds
                which are used exclusively to supplement the District’s ongoing arts programs. This grass roots
                community effort is staffed solely by volunteers, so that all proceeds go directly to the children in
                every school in the District. It is this organization’s passionate belief that the arts are the birth-
                right of every child.


        Proposed Mission Statement:

                All the Arts for All the Kids Foundation is an independent nonprofit organization dedicated to
                developing, sustaining, and supporting the arts in the Fullerton School District. We raise funds
                which are used to supplement the District’s ongoing arts programs and educate the commu-
                nity about the importance of having arts curriculum in education. This grass roots com-
                munity effort is staffed primarily by volunteers, to ensure that the available resources are
                being used most effectively in impacting children in every school in the District. It is this
                organization’s passionate belief that the arts are the birthright of every child.

        Reason: Much of the original mission statement is still intact. It has been updated to reflect
        a shift from a solely volunteer based staff to a primarily volunteer based staff in light of the
        researchers recommendation to seek out a full time executive director. Additionally, a sec-
        tion has been added about educating the community about the importance of having arts
        curriculum in education. It is believed that this should be included in the mission because
        this is one of the primary ways that the organization gains support from the community and


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        has been mentioned by Lauralyn as one of the purposes for the organization (Professional
        Interview #1).




B. Customer Process

        Recommendation #1: It is recommended that the customer process remain as it currently is.

        Reason: The current customer process is very strong and because of the organizations
        unique partnership with the Fullerton School District it should remain unchanged.




C. Customer Satisfaction Surveys

        End User Customer Satisfaction Survey

                Recommendation #1: It is recommended that the K-6 students I the Fullerton School
                District which represent the end users be periodically surveyed in order to monitor satis-
                faction levels.

                Reason: There is currently no survey being used to assess the satisfaction of the end
                user. Anecdotal information indicates that there is a very high satisfaction level amongst
                these students, but this area must continually be monitored for satisfaction and feedback
                (Professional Interview #1).

                Procedure: Since the end user population is very large it is recommended that surveys
                be given to one class in each grade level every year. This will allow for a much smaller
                samples size so that All the Arts for All the Kids won’t have to allocate their precious
                resources into evaluating thousands of surveys. Teachers of the selected classes should
                administer the surveys. Once the surveys are completed by the students they will be
                collected by the teacher and then returned to All the Arts for All the Kids to evaluate.




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                                                   Student Survey
                                                            very              not very
                   How would you rank you overall
                                                          satisfied           satisfied
                   satisfaction with your arts lessons on
                   a scale from '10' to '1'?                 10 9 8 7 6 5 4 3 2 1


                   What do you really like about your art, music, dance, and theatre lessons?




                   What is your favorite arts activity? Why?




                   What would you like to change or add?




                   Would you like to have more All the Arts for All the Kids lessons? Why?




                   Do you usually share with your parents what you did in your "All the Arts for
                   All the Kids" lessons?




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        Board Member Satisfaction Survey


                Recommendation #2: There is currently no survey being used to assess the satisfaction
                levels of the board members. It is recommended that an anonymous survey be issued to
                gather information regarding board member satisfaction and feedback.

                Reason: Satisfaction of board members has a profound impact on the success of non-
                profit organizations. The board members for All the Arts for All the Kids are not only
                the ones that cast the vision for the organization, but are also the ones that act in accom-
                plishing the vision. If they are not satisfied or do not feel that their talents are being
                used then this could have a negative effect on the success of the organization.

                Procedure: It is recommended that an anonymous board member satisfaction survey be
                completed on an annual basis. One board member should be in charge in administering
                and compiling the results of the survey. The survey should be filled out at and collected
                at a board meeting. The board member in charge of administering the survey will then
                collect the surveys. They will compile the results at a later time, not in the presence of
                other board members. At the following board meeting the results of the survey will be
                presented by this board member and then be discussed.


        Parent Donor Satisfaction Survey

                Recommendation #3: It is recommended that parent donors be surveyed to determine
                their level of satisfaction with the All the Arts for All the Kids program.

                Reason: No survey is currently being used to asses parent donor satisfaction because
                parents are not actively being targeted for donations at this time. However, as parents
                become one of the primary focuses for fundraising it will become increasingly important
                to measure their satisfaction with the program. More on parent donors will be discussed
                in section VI under Fund Raising Strategies.

                Procedure: It is recommended that letters be sent home with students to give to their
                parents that include a satisfaction survey, fact sheet just for parents, and a donor letter.
                The survey will then come back with the students, which will be given to their teachers,
                which will then be forwarded to All the Arts for All the Kids. Alternatively parents will
                also have the opportunity to make their donations and fill out a survey on the all the All
                the Arts for All the Kids website. More information about updating the website to in-
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                clude these capabilities will be included later in this section under V. Promotion/
                Awareness Strategies under Website.




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                                                                                                   Parent Survey
                                                                               All the Arts for All the Kids Foundation is an independent nonprofit
                                                                              organization dedicated to developing, sustaining, and supporting the
                                                                              arts in the Fullerton School District. We raise funds which are used
                                                                              exclusively to supplement the District's ongoing arts programs. This
                                                                             grass roots community effort is staffed solely by volunteers, so that all
                                                                            the proceeds go directly to the children in every school in the District. It
                                                                                    is this organization's passionate belief that the arts are the
                                                                                                       birthright of every child.


                    How many children do you have enrolled in the Fullerton
                    School District? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .     1          2       3       4         5 or more
                    How familiar are you with the All the Arts for All the Kids
                    Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       Very       Somewhat               Not at all
                    Do your children share there All the Arts for All the Kids projects/lessons with you? . .                                        Yes     No
                    What do you think All the Arts for All the Kids is best at?




                                                                                                                 Low                                       High
                    How would you currently rank your overall satisfaction with the
                    All the Arts for All the Kids program on a scale from '1' to '10'? .                         1     2    3   4       5   6    7    8    9 10

                    Are there any additional comments that you would like to share at this time?




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        Donor Satisfaction Survey

                Recommendation #4: It is recommended that all major donors be surveyed within six
                months of making a donation to All the Arts for All the Kids.

                Reason: These major donors account for a large percentage of the funding needed to op-
                erate the foundation. It is important to make sure that donors remain satisfied with the
                operations of the organization so they will be willing to donate to the organization in the
                future.

                Procedure: It is recommended that letters be mailed to these donors thanking them
                again for their donations. These letters should also include a self addressed and
                stamped envelope along with a simple one-page survey for the donors to fill out. Once
                they fill out the survey they will then mail it back to All the Arts for All the Kids, where
                the results will be collected.



D. Research/Tracking System


        Currently tracking systems are limited for All The Arts for All the Kids. Some systems are in
        place to track teachers and students satisfaction, but very little exists for donors and parents
        (Professional Interview #3). Having the ability to research and track these individuals is im-
        portant to assessing the success of the organization and maintaining lasting relationships.

        
                        


        End User Customer

                Recommendation #1: It is recommended that All the Arts for All the Kids track the
                number of lessons taught to date and the number of students that have gone through the
                program.

                Reason: Due to the sheer volume of students that benefit from this program it is only
                recommended that All the Arts for All the Kids track the number of total lessons taught
                and the number of students that have gone through the program. It would not be bene-
                ficial to track the names and information for all of these students because there would
                simply be too many track and the benefit received would be minimal. The primary rea-
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                son for tracking this information would be to provide evidence of the success of the pro-
                gram to donors.

                Procedure: The first number can be accomplished quite simply by counting the number
                of students exiting the program and adding this number to a running total of students
                that have benefited from the program. This number will most likely come from the
                number of students graduating from the sixth grade and moving on to seventh grade,
                but could also include students moving out of the district. The second number, which
                represents the number of lessons taught, will need to be kept track throughout the year
                and then will be added to a running total of number of lessons taught.



                Recommendation #2: It is recommended that All the Arts for All the Kids track the
                number of grants given to teachers.

                Reason: These grants are one of the key function of All the Arts for All the Kids and
                providing this number to potential donors will also speak to the success of the organiza-
                tion.

                Procedure: Every year All the Arts for All the kids will have to count the number of
                grants that they gave to teachers for that year and add that number to a running total.




                Recommendation #3: It is recommended that All the Arts for All the Kids track specific
                students that excel in the program and/or students whose lives have been significantly
                impacted by the program.

                Reason: One of the claims made by the organization is that “Studies demonstrate that
                participating in arts programs can help children read and write better, be more focused
                in class, raise test scores, develop higher self-esteem, and solve problems more crea-
                tively” (Information Packet #1). Collecting profiles and stories about specific students
                that’s lives have been significantly impacted by this program will validate this claim and
                again speak to the success of the organization.

                Procedure: Classroom teachers will identify students that’s lives have been dramatically
                touched by the program and notify All the Arts for All the Kids. A touching story about
                how the program has dramatically influenced the student will be written up with the

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                permission of the student’s parents or legal guardians. This story will then be made
                available to potential donors and also posted on the All the Arts for All the Kids website.




                Recommendation #4: It is recommended that satisfaction levels of end users be tracked.

                Reason: The end user students are whom the organization was designed to benefit.
                Their satisfaction levels are foundational to the success of the organization.

                Procedure: This will be done through surveys and direct communication with the stu-
                dents. More on surveying students can be found in the previous section under Cus-
                tomer Satisfaction Surveys.


        Donors

                Recommendation #1: It is recommended that the information and donation history of
                every donor be inputted into a database where it can be accessed by All the Arts for All
                the Kids.

                Reason: Keeping track of who donates and how much they are donating is going to be
                an invaluable resource for the organization. This information can be used to petition for
                additional funding in the future and also identify which types of donors are most valu-
                able to the organization. Identifying the most valuable donors will helpful in targeting
                specific fundraising campaigns.

                Procedure: Upon donating funds to All the Arts for All the Kids, donor contact informa-
                tion, how much was donated, and other relevant information will be entered into a da-
                tabase.



                Recommendation #2: It is recommended that satisfaction levels of donors be tracked.

                Reason: Since All the Arts for All the Kids operates based on the donations that it re-
                ceives it is important to make sure that donors remain highly satisfied to ensure their
                willingness to give to the program. Areas in which donors are not satisfied must be
                quickly addressed.



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                Procedure: This will be done through surveys and direct communication with the donor.
                More on surveying donors can be found in the previous section under Customer Satis-
                faction Surveys.




                Parents

                Recommendation #1: Information for parents that show interest in the All the Arts for
                All the Kids program should be stored in a database.

                Reason: These parents have shown interest in the organization and what it is doing
                which makes them potential candidates for donations. Also the information for these
                parents should be stored so that they can receive newsletters and other pertinent infor-
                mation from the organization.

                Procedure: This information can be obtained through either personal contact with par-
                ents or through the All the Arts for All the Kids website. More information about news-
                letters and a website can found in section V. Promotion/Awareness Strategies under
                Newsletter and Website.



        Volunteers

                Recommendation #1: Information for volunteers should be stored in a database.

                Reason: Collecting information about volunteers such as contact information and skills
                and then storing this information in a database allows All the Arts for All the Kids to
                quickly and easily contact volunteers, as they are needed.

                Procedure: This information can be obtained through either personal contact or through
                the All the Arts for All the Kids website. More information about this website can be
                found in section V. Promotion/Awareness Strategies under Website Strategies.



E. Organizational Marketing Structure


        Full Time Executive Director:


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                Recommendation #1: It is highly recommended that All the Arts for All the Kids seek a
                qualified fulltime executive director to take on the day-to-day tasks of the organization
                and oversee its operation.

                Reason: The All the Arts for All the Kids organization has grown immensely since it was
                first started. Lauralyn Eschner, the president of the organization, is primarily complet-
                ing the work with some help from the board members. However, since none of these
                individuals are paid by the organization, and all have fulltime jobs outside of the or-
                ganization it is unreasonable to expect them to keep up with the growing workload. At
                its present state there is simply too much work to be accomplished by these individuals
                who are already volunteering their time. The organization would benefit by having a
                fulltime paid executive director in the following ways:

                • Grant writing is a very time consuming process, but one that can have a positive finan-
                    cial impact on the organization. A fulltime executive director would be able to dedi-
                    cate their time to grant writing and in-turn increase the budget for the organization.

                • Having someone to make and receive calls on behalf of the organization at all times
                    will allow for better communication with donors, volunteers, parents, teacher, and
                    others.

                • It is extremely important to maintain good relationships with donors to ensure that
                    they keep donating in the future. Having a fulltime executive director that has the
                    time to maintain these relationships will help to ensure that these donations are con-
                    tinually received.

                • There is a wealth of new donors available to All the Arts for All the Kids and it is sim-
                    ply a manner of having someone with the time to pursue these donations. Having a
                    fulltime executive director will allow the organization to go after these sources of
                    funding.

                • The fundraising events that All the Arts for All the Kids puts on are some of the main
                    sources of funding for the organization. These events also function as a way for the
                    foundation to seek out new donors and maintain relationships with existing donors.
                    By having a fulltime executive director more time and effort could be spent on these
                    events, which in turn would yield greater financial reward.



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                • Maintaining good public relations is another important aspect of operating a nonprofit
                    organization. Having a fulltime executive director that is readily accessible to the pub-
                    lic will help to increase awareness and promote the vision of the organization.

                • The most importantly aspect of hiring on a full time executive director of the organiza-
                    tion is to make sure that the students in the Fullerton School District continue to re-
                    ceive the same quality arts education that they have been receiving for years to come.

                Procedure: There are a number of steps involved with finding a qualified individual that
                can assume the role of being a fulltime executive director for the organization. The fol-
                lowing steps are guidelines that can be used to discover the right person.

                        1.            Develop a job description for a fulltime executive director.
                        2.            Decide on how much the organization is willing pay this executive direc-
                                      tor.
                        3.            Make it known that All the Arts for All the Kids is seeking a fulltime ex-
                                      ecutive director. This can be done through:
                                 a.         Word of mouth
                                 b.         Internet job boards such as Monster.com
                                 c.         Hiring a head hunter
                        4.            Begin accepting applications for the position, which will be reviewed by
                                      the board.
                        5.            Applicants that seem to be a good fit will then need to be interviewed by
                                      the board.
                        6.            The board members will make the final decision for a fulltime executive
                                      director.


                Recommendation #2: It is recommended that a process be defined to recruit and train
                marketing interns.

                Reason: It would be extremely beneficial for All the Arts for All the Kids to seek out and
                utilize marketing interns for their organization. Interns are eager for the experience of
                helping out with a real organization and can be used in a wide variety of ways to sub-
                stantially help the organization.

                Procedure:

                        1.            Develop a job description and list of potential tasks that can be completed
                                      by an intern.

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                        2.       Notify local universities of the internship opportunity and provide them
                                 with the necessary contact information for interested students.
                        3.       Interested applicants must then go through and application and interview-
                                 ing process.
                        4.       Once an intern is selected they must then undergo training and can then be
                                 put to work.

        Contact information for posting information at local universities:

                Cal State Fullerton

                Center for Internships & Service-Learning

                Location: Langsdorf Hall, Room 209

                Phone:(714) 278-3746

                Fax:(714) 278-1217

                Email: internships_SL@fullerton.edu

                Mailing Address: PO Box 6846, Fullerton, CA 92834-6846.

                Website: http://campusapps.fullerton.edu/cisl/



                Biola University

                Department of Career Services

                Phone: (562) 903-4875

                Fax: (562) 906-4567

                Email: carreer.services@biola.edu

                Mailing Address: 13800 Biola Avenue, La Mirada, CA 90639

                Website: www.biola.edu/career



                Fullerton College

                Work Force

                Address: 321 East Chapman Avenue, Fullerton, Ca, 92832-2095

                Phone: (714) 992-7261

                Fax: (714) 992-7252
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                Email: workforce@fullcoll.edu

                Website: http://workforce.fullcoll.edu




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                                 Job Description for Executive Director

        Mission Statement:

        All the Arts for All the Kids Foundation is an independent nonprofit organization dedicated to devel-
        oping, sustaining, and supporting the arts in the Fullerton School District. We raise funds which are
        used to supplement the District’s ongoing arts programs and educate the community about the im-
        portance of having arts curriculum in education. This grass roots community effort is staffed primar-
        ily by volunteers, to ensure that the available resources are being used most effectively in impacting
        children in every school in the District. It is this organization’s passionate belief that the arts are the
        birthright of every child.

        The Executive Director is the Chief Executive Officer of All the Arts for All the Kids. The
        executive director reports to the Board of Directors, and is responsible for the organization’s
        consistent achievement of its mission and financial objectives.

        The responsibilities of this individual are as follows:

        Administration

        1.            Provide administration and support to the board of directors.

        2.            Ensure that the organization has a long-range strategy that achieves its mission, of
                      which the executive director must make consistent and timely progress toward.

        3.            Provide leadership to the organization, and carry out plans and policies authorized
                      by the board.

        4.            Oversee the program, product, service, and quality of all aspects of the organization
                      to a degree that satisfies the board.

        5.            Must maintain official records and documents that comply with federal, state, and
                      local regulations.

        6.            Must remain up to date with current trends and issues that impact the organization.




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        Communication

        1.            Ensure that the board is kept fully informed on all important aspects of the organiza-
                      tion, and all important factors that have influence on, or are the result of the organiza-
                      tion.

        2.            Make public the activities of the organization and promote its unique mission.

        3.            Create and maintain positive relationships with community groups and organiza-
                      tions.

        4.            Act as a representative of the organization to agencies, media, and the general public.

        Human Resource Management

        1.            Will be responsible for the recruitment, employment, and release of all personnel,
                      both paid staff and volunteers.

        2.            Encourage staff , volunteers, and board members in relating their specialized work to
                      the overall mission of the organization.

        3.            Maintain a climate that attracts, keeps, and motivates staff, volunteers, and board
                      members.

        Finance

        1.            Will be responsible for developing and maintaining ethical and sound financial prac-
                      tices.

        2.            Will actively pursue grants and donations for the livelihood of the organization.

        3.            Will work with the board on developing a budget that fits within the organizations
                      mission, and will ensure that the organization operates within these budget guide-
                      lines.

        4.            Will be responsible for ensuring that the organization has adequate funds available to
                      carryout the mission of the organization.

        5.            In cooperation with the board members and other officers, will prepare and execute
                      legal documents.




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        Committees:

                Recommendation #1: It is recommended that a committee of board members be formed
                to take on the function of marketing.

                Reason: Marketing is an ongoing function of non-profit organizations and it would be
                beneficial to All the Arts for All the Kids to form a committee of board members that
                would be responsible for the function of marketing decision making. As a team they
                would be responsible for developing and executing all marketing ideas.

                Procedure: This committee would consist of board members that have volunteered
                themselves to take on this function. It is recommended that the group be made up of
                three to five individuals that have a basic understanding of marketing and have the time
                to dedicate. The committee should be willing to meet as a group at least once a month
                outside of regularly scheduled board meetings to go over current and future marketing
                needs.




                Recommendation #2: It is recommended that a committee of board members be formed
                to take on the function event planning.

                Reason: The fundraising events that All the Arts for All the Arts for All the Kids puts on
                account for a large portion of their income. These events require a lot of planning and
                organization to make them successful and forming a committee that is dedicated solely
                to planning these events would be very beneficial to the organization

                Procedure: This committee would consist of board members that have volunteered
                themselves to take on this function. It is recommended that the group be made up of
                three to five individuals that are excited about planning the upcoming events for All the
                Arts for All the Kids. This committee should be willing to meet at least once a month to
                discus future events and probably more frequently as events approach.


        Roles:

                Recommendation #1: It is recommended that individuals from the board devote them-
                selves to fulfilling certain roles that need attention. The following roles should be con-
                sidered:

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                • Volunteer coordinator

                • Public Relations Coordinator

                • Newsletter Publisher

                • Grant Writer

                • Research and Tracking Systems Coordinator

                Reason: Currently the president of the organization is assuming responsibility for the
                bulk of these roles. Some of the roles have being undertaken by certain individuals but
                there is still a great deal more work to be divided amongst the board. This will improve
                organizational effectiveness as well as divide up the tasks so that they are more manage-
                able.

                Procedure: It is recommended that these roles be defined and one board member be
                placed in charge of each task. With the current board these roles would have to be taken
                on voluntarily by board members with expertise in these areas. However, as the board
                evolves and changes over in future years certain board members can be recruited to ful-
                fill specific roles.


        Internship:

                Recommendation #1: It is highly recommended that All the Arts for All the Kids seek
                qualified marketing interns that do not expect to be paid.

                Reason: As previously mentioned creating a marketing internship position is beneficial
                to All the Arts for All the Kids for several reasons. First, it creates another position
                within the organization that can assume some of the workload. Ideally these interns
                could contribute to the monthly newsletters, press releases, and marketing efforts. Sec-
                ondly, a marketing intern will be capable of providing fresh marketing insight to the or-
                ganization. And lastly, the internship position will generate increased awareness about
                the organization and provide for strategic networking advantages.

                Procedure:

                1.               Develop a job description and list of potential tasks that can be completed by an
                                 intern.

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                2.               Notify local universities of the internship opportunity and provide them with the
                                 necessary contact information for interested students.
                3.               Interested applicants must then go through and application and interviewing
                                 process.
                4.               Once an intern is selected they must then undergo training and can then be put to
                                 work.




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                                 Job Description for Marketing Intern

        Mission Statement:

        All the Arts for All the Kids Foundation is an independent nonprofit organization dedicated to devel-
        oping, sustaining, and supporting the arts in the Fullerton School District. We raise funds which are
        used to supplement the District’s ongoing arts programs and educate the community about the im-
        portance of having arts curriculum in education. This grass roots community effort is staffed primar-
        ily by volunteers, to ensure that the available resources are being used most effectively in impacting
        children in every school in the District. It is this organization’s passionate belief that the arts are the
        birthright of every child.

        The Marketing Intern for All the Arts for All the Kids will report to the President of the Or-
        ganization and the Executive director and will be responsible for various tasks throughout
        the organization.

        The responsibilities of this individual are as follows:

        1.            Write and distribute public service announcements.

        2.            Develop and maintain a list of media contacts.

        3.            Develop and/or update marketing material.

        4.            Help in planning and coordination of various events.

        5.            Write support letters for donations.

        6.            Write donor ‘thank you’ letters.

        7.            Develop material for monthly newsletters.


        The goals for this position are:

        1.            Increase the visibility for All the Arts for All the Kids.

        2.            Promote the mission of the organization.

        3.            Gain marketing insight, direction, and experience that will be beneficial to the intern’s
                      future.

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                                                                   Board Member
                                                                      Survey
     The current mission statement for All the Arts for All the Kids is:

     All the Arts for All the Kids Foundation is an independent nonprofit organization dedicated to developing,
     sustaining, and supporting the arts in the Fullerton School District. We raise funds which are used
     exclusively to supplement the District's ongoing arts programs. This grass roots community effort is
     staffed solely by volunteers, so that all the proceeds go directly to the children in every school in the
     District. It is this organization's passionate belief that the arts are the birthright of every child.




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                                                                                                             re
                                                                                                            e
             Please read each question carefully and check the




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             box that best corresponds with how much you




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             agree or disagree with each of the following




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             statements.




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     I am familiar with and clearly understand the mission of
     the organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
     I see the mission statement being used as a guide for the
     actions of the organization. . . . . . . . . . . . . . . . . . . . . . . .
     I believe that the organization is effectively accomplishing
     this mission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
     I feel like my strengths and talents are being adequately
     used to further the mission of the organization. . . . . . . .
     I am currently satisfied with the direction in which the
     organization is going . . . . . . . . . . . . . . . . . . . . . . . . . . . .

     Number of years serving as board
     member: . . . . . . . . . . . . . . . . . . . .             less than 1 year        1 year         2-4 years           5 or more years
     What do you think All the Arts for All the Kids is best at?


     In what area do you think All the Arts for All the Kids needs to improve in?


     At this time what do you think the organization is in need of most?


                                                                                              Low                                     High
     How would you currently rank your overall satisfaction as a
     Board Member on a scale from '1' to '10'? . . . . . . . . . . . . . . . . .              1     2    3   4      5   6     7   8   9 10

     If you could change one thing about All the Arts for All the Kids, what would it be? Why?




     Please use the back side of this survey too add any additional comments that you would like to
     share at this time.

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F. Sample Marketing Meeting Agenda

        Recommendation #1: As previously discussed, the marketing committee should meet at
        least once a month and perhaps more if needed.

        Reason: At the regular board meetings there will be a generalized discussion of marketing
        related topics. However, since these board meetings are not intended to cover marketing as
        in depth as is necessary a separate meeting time just for the discussion of marketing related
        issues needs to be scheduled. This meeting is a time for the marketing committee to discuss
        all marketing related issues that pertain to the organization.

        Procedure: At a specified time the marketing committee will meet along with any other
        board member or staff member that needs to be present. Topics to be covered are: recent
        events, tracking system results, and current marketing needs.




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                                 Sample Marketing Meeting Agenda

        Introduction: At the beginning of each marketing meeting someone is appointed to take
        notes on the meeting. Following this should be a brief introduction, which will include any
        recent updates or exciting information and then a brief summary of what will be covered
        during the meeting. When possible a meeting agenda should be prepared ahead of time
        and handed out to everyone at the meeting.

        Debrief on recent events: During this period the group should go over recent events or
        marketing campaigns. This is a time of discussion where individuals can talk about what
        they felt worked and what didn’t work in the past so that they can apply this information to
        future events and strategies.

        Tracking systems update: Updates on the findings from current tracking systems will be
        discussed at this time. Topics will include end users, donors, parents, volunteers, and fund-
        raising goals. Satisfaction levels will be assessed at this time. Any areas of dissatisfaction
        must be immediately dealt with. Also a discussion of what areas are working and what
        aren’t will be had at this time. If there are any additional issues that demand immediate at-
        tention they will be discussed at this time also.

        Discussion of current marketing needs: This is a time for the group to talk about the up-
        coming needs for marketing. If there are any upcoming events then they will be discussed
        here. Specific tasks will be delegated to members of the committee along with deadlines
        that must be met.

        Miscellaneous issues: A time must be given before the close of every meeting to discuss
        any miscellaneous issues.

        Next meeting: Come up with a time to meet next and record anything that should be dis-
        cussed at the next meeting.

        End meeting: Recap on what needs to be accomplished before next meeting and encourage
        one another in their tasks.




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G. Board of Directors

        Recommendation #1: It is recommended that All the Arts for All the Kids continually seek
        out and recruit the most qualified board members to fulfill their current needs.

        Ideal Board Member Profile:

        • The primary qualification that makes someone an ideal candidate as a board member is a
            shared passion for arts education in the school system. These individuals are most fre-
            quently either artists, individuals with an appreciation for the arts, or educators.

        • Another attribute that would be consistent with an ideal board member is someone that
            either has the ability to contribute financially to the organization or is well connected with
            others that would be willing to donate.

        • A board with a diversified skill set would also be very beneficial to the organization. It is
            therefore recommended that individuals with necessary expertise be recruited to the
            board. Current areas of need are fundraising, marketing, grant writing, promotion, and
            public relations.

        Procedure for recruiting Board Members: The most effective method for recruiting board
        members with these qualifications is going to be through word of mouth. The current board
        members and others associated with All the Arts for All the Kids should be used in this re-
        cruitment process by contacting individuals that they know with these qualifications.

        Reason for Being a Board Members: The most likely reason for any individual to want to
        become a board members is because they are passionate about the cause of the organization
        and want to be active in helping accomplish the mission of that organization. All the Arts
        for All the Kids is a very unique organization that is doing something that has never been
        attempted before. There are likely a large number of individuals that would be eager to
        help out the organization. It is simply a matter of getting the word out there.

        Utilizing individuals’ resources or expertise: Individuals that would be interested in be-
        coming board members will either have the knowledge to help move the organization for-
        ward, the resources to help fund the organization in moving forward, or may simply have
        the passion and dedication needed to produce the desired results. If potential board mem-
        bers have the resources or expertise that fulfills the needs of the board then they will be po-
        sitioned where their strengths can be maximized in order to improve the organization.


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        Reason: Currently on the board there are some individuals with experience in finance, pub-
        lic relations, and legal matters, but there is currently very little knowledge on the board in
        the arena of marketing, promotion, and fundraising. As was previously mentioned the
        board is made up primarily of “art people and heart people” (Professional Interview #2). It
        is then necessary to continue recruiting board members that are able to contribute to the or-
        ganization and fulfill the current needs of the board.



        Recommendation #2: It is recommended that a well-defined process be put in place for
        board member recruitment.

        Reason: These individuals are crucial to the operation of All the Arts for All the Kids and
        they should also be regarded as customers although they do not represent the end user. A
        well-defined process must be put into place to ensure consistency and efficiency with board
        member recruitment.

        Procedure:

        1.            Initial contact with potential board member.

        2.            Application process to be completed by potential board member.

        3.            Interviewed by All the Arts for All the Kids executive director.

        4.            Final decision to be made by the executive director and current board members.

        5.            Board member training and expectations.




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H. Volunteers

        Recommendation #1: It is recommended that All the Arts for All the Kids actively recruit
        and utilize qualified volunteers.

        Ideal Volunteer Profile:

        • The primary qualification that makes someone an ideal candidate as volunteer is a shared
            passion for arts education in the school system.

        • Also volunteers that have the ability and dedication to donate blocks of their time to pro-
            jects are preferred.

        • Sometimes the tasks that volunteers are used in are very menial and an ideal volunteer
            would be comfortable with working on such tasks, simply for the sake of helping the or-
            ganization.

        • It is also important that volunteers be self-motivated and able to work on projects with
            little or no supervision.

        Procedure for Recruiting Volunteers: Again the most effective method for recruiting volun-
        teers will be through word of mouth. The current board members and volunteers can be
        used in asking those that they know to help the organization by volunteering their time.
        Also, volunteers can be recruited through the All the Arts for All the Kids Website. More on
        the website will be discussed in section V. Promotion/Awareness Strategies under Website.

        Reason for Being a Volunteer: The same reasons exist to be a volunteer as to be a board
        member. The most likely reason for one to volunteer is because they are passionate about
        the cause of the organization and want to be active in helping accomplish the mission of the
        organization. Additionally people enjoy volunteering their time to a good cause and the
        satisfaction of positively impacting the world around them.

        Utilizing individuals’ resources or expertise: Volunteers may have more to offer to the or-
        ganization than just their time. These individuals are likely experts in their own field and
        may also be connected with others that can help achieve the mission of the organization. It
        is therefore important to consider other areas where these volunteers could be useful other
        than just meeting the current volunteer needs of the organization.

        Encouraging Volunteers: Since these volunteers are donating their time to the organization
        it is important that they be encouraged in their tasks o that they will not only do a good job,

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        but also be willing to donate their time in the future. Encouragement will come from the
        president, the executive director, board members, and other volunteers.

        Volunteer Training: Training for volunteers will be done as is needed. Some of the tasks
        will be very simple and require very little training, whereas other more complicated tasks
        will require more training. Understandably the more an individual volunteers for the or-
        ganization the less likely it will be to provide them with training time and time again. As a
        result it is important to make sure that these volunteers remain highly satisfied so that they
        will be willing to donate their time again in the future.

        Reason: At this time All the Arts for All the Kids has a great deal of work that needs to be
        accomplished, and there are simply not enough individuals to accomplish it. Recruiting
        volunteers to help with this task would be an excellent way to reduce the amount of work
        that needs to be done. There are many individuals in the community that are passionate
        about arts education and have spare time to help out. It is a matter of connecting these pas-
        sionate individuals with All the Arts for All the Kids and putting them to work.


        Recommendation #2: It is recommended that a well-defined process be put in place for
        volunteer recruitment.

        Reason: Volunteers are currently being underutilized in the organization and could poten-
        tial be used to share the workload. Again volunteers do not represent the end user customer
        but must be treated as customers to make sure that volunteers are available when they are
        needed. A well-defined process must be put into place to ensure consistency and efficiency
        with their recruitment.

        Procedure:

        1.            Initial contact with potential volunteer.
        2.            Simple application process to assess how they can best be used.
        3.            Contact information for those that seem to be a good fit with the organization will be
                      stored in a database.
        4.            When volunteers are needed the board member that is in charge of volunteer coordina-
                      tion can pull volunteers from this database.
        5.            Volunteer training and expectations will be explained as needed.




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External Marketing Strategies


A. List of potential Target markets


a.              Board Members

                Reason: Board members would be one of the options for a potential target market for
                this paper because they are currently responsible for a most of the decision-making that
                goes on in the organization and also for are responsible for a large portion of the work-
                load. There is a constant need to recruit qualified new board members that fulfill the
                current needs of the board.

b.              Community

                Reason: Having a supporting community has played a vital role in keeping arts educa-
                tion in the school curriculum. Without a strong support from the community All the
                Arts for All the Kids may no longer be seen as necessary in the Fullerton School District
                curriculum.

c.              Donors

                Reason: Since the primary mission of All the Arts for All the Kids is to fund arts lessons,
                donors are one of the most important aspects of the organization. Without their contin-
                ual support it would be impossible to continue funding the arts programs.

d.              Parents

                Reason: Most parents are very interested in their children’s wellbeing and want to en-
                sure that their children receive the best education possible. All the Arts for All the Kids
                makes certain that students receive a well-rounded education that incorporates the arts.
                Parents may be one of the largest untapped sources for funding and should be consid-
                ered as a potential target market.

e.              School Board/Administration

                Reason: Without the support of the administration All the Arts for All the Kids wouldn’t
                have a way into the schools to provide their arts lessons. Fortunately the administration
                has been supportive of the organization so far but should also be considered as a target

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                market in order to make sure that they will always be supportive of the All the Arts for
                All the Kids program.

f.              Students

                Reason: These students make up the primary end users of the All the Arts for All the
                Kids program. The entire foundation is aimed at benefiting these students so it is neces-
                sary that they be included as a potential target market.

g.              Volunteers

                 Reason: Volunteers are something that almost every nonprofit organization needs to
                function. As the organization continues to grow they will need to seek out more and
                more of these volunteers to accomplish the growing needs of the organization.



B. Specific Target Market: Parents/Donors

        In accordance with the unique characteristics of this organization, it is believed that one of
        their primary limiting factors, aside from not having a fulltime executive director, is the
        amount of funding that is available to the program (Professional Interview #2 & Board of
        Directors Interview #1). All the Arts for All the Kids funding currently comes mainly from
        various fundraising events, donors, and grants. As an effort to increase the amount of fund-
        ing made available to the organization this paper will address the specific target market of
        Parents as Donors. The most recent information available indicates that in 2005 there were
        nearly 14,000 students in the district (Website #2). This number indicates that there are not
        only a large number of students benefiting from the program but also a large number of
        parents that could be potential donors. To better understand this consider the following hy-
        pothetical example:

        • Assume that of the 14,000 students in the district, half of them have parents that are will-
            ing to donate to their child’s education.

        • Also assume that on average these parents will be willing to donate $24 dollars a year,
            which will roughly covers the cost of providing one student with arts lessons for a year
            (Professional Interview #2).

        • This scenario would generate $168,000 a year for the organization. (7,000 x $24 = $168,000)



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        As one can see from this simplified example there is a great deal of potential within the dis-
        trict for funding. The remainder of this marketing plan will therefore focus primarily the target
        market of Parents as Donors unless otherwise noted.



C. Parent Donor Experience

        As is indicated by their name All the Arts for All the Kids focuses on providing arts educa-
        tion for kids enrolled in the Fullerton School District. The parents of these students may
        have second hand opportunities to experience the program through what their children
        share with them, but they will never experience it in the same way their children do. It is
        extremely important that these parents begin to experience the benefit of All the Arts for All
        the Kids in some form or another in order to demonstrate to parents that the program is
        valuable to donating to.



        Recommendation #1: It is recommended that All the Arts for All the Kids host more Family
        Arts Nights.

        Reason: These nights are a time for families to come and get a taste for what their students
        are learning through the All the Arts for All the Kids program. There are usually an artist, a
        musician, an actor, and a dancer present at these nights, which will give parents an idea of
        what the program is like for their children. It is important to remember that the experience
        will always be different through a child’s eyes and the magic that they experience as a child
        go through the program may not be perceivable to the parents.

        Procedure: Family Arts Nights should be hosted at least once a year at each of the K-6
        schools in the district. Some schools may need more than one Family Arts Night depending
        on the number of families that are expected to attend.




        Recommendation #2: Encourage teachers to share students’ work with their parents.

        Reason: This is another way for parents to experience what their child is learning on behalf
        of All the Arts for All the Kids. It is intended that this experience inform parents to what the
        organization is doing specifically in their child life.



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        Procedure: During school site council times, of which parents are required to attend, teach-
        ers should dedicate a period of time when meeting with parents to discuss the importance
        of the All the Arts for All the Kids program and share some of the work that the child has
        completed during their arts lessons.



        Recommendation #3: Update the All the Arts for All the Kids website to better reflect what
        the organization is currently doing to impact the lives of these students.

        Reason: The All the Arts for All the Kids website is currently outdated and the section of
        the website that is dedicated to describing what the organization does is overly generalized
        and lacks tangible examples of what the organization is specifically doing to impact chil-
        dren’s lives.

        Procedure: It is recommended that a section of the website be created and continuously up-
        dated to better illustrate what their children are learning in their All the Arts for All the Kids
        lessons. More on this website will be discussed in Section V. under Promotion/Awareness
        Strategies.



        Recommendation #4: Create and publish a newsletter to parents and others interested in All
        the Arts for All the Kids.

        Reason: Currently there is no newsletter being published to keep parents and others inter-
        ested in the program informed of current events. This is an excellent opportunity for the
        organization to let people experience what the organization does.

        Procedure: It is recommended that this newsletter be published no less than once every
        three months. This quarterly publishing goal may be a great place to begin in publishing a
        newsletter until there are more people in the organization willing to share in the workload
        of creating this publication. The newsletter could contain any or all of the following topics:

        • Update on All the Arts for All the Kids organization

        • Student profiles

        • Teacher profiles

        • Recent news
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        • Recent donors

        • Current and upcoming events

        • Ways to get involved

        • How to donate

        More information about the newsletter can be found in Section V. Promotion/Awareness
        Strategies under Newsletter.



D. Price Strategies


        Donations to All the Arts for All the Kids are currently made by a wide range of individuals
        that have varying degrees of contact with the organization. In general these individuals do-
        nate based on what they discern to be a suitable donation to the organization. This section
        will help to identify for the target market of Parents as Donors, what a suitable donation to
        the organization is.




        Recommendation #1: It is recommended that when parents are approached for funding, a
        specific number be agreed upon beforehand as a suggested donation.

        Reason: Most donors when left to their own imagination will donate less than what they
        are actually capable of, and even willing to donate. By requesting a certain amount as a rec-
        ommended minimum donation, donors will have a better understanding of what is ex-
        pected of them. This figure will also help All the Arts for All the Kids to forecast what their
        expected returns will be from their marketing campaigns.

        Procedure: When coming up with this figure the organization must consider how much
        money they will need to accomplish their specific goals. They will then need to conserva-
        tively calculate how many people they think will actually donate the minimum recom-
        mended donation. The recommended minimum donation is achieved by dividing the total
        goal amount by the expected number of donors. When sending donor material to parents
        this suggested minimum donation should be included.




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        Recommendation #2: It is recommended that all material sent to parents requesting money
        not only include the minimum recommended donation but also stress the total amount of
        funds needed.

        Reason: There are likely a handful of parents in the district with the disposable income to
        supply All the Arts for All the Kids with everything they need. Including a target number
        for funds needed with donor letters will inform such fortunate individuals and give them
        the ability to supply significantly more than they would have had they not been informed.

        Procedure: This can be accomplished by carefully wording donation requests to include the
        total amount of funding needed.



        Recommendation #3: It is also recommended that all donation requests that are sent to par-
        ents be very carefully worded in regards to minimum recommended donations.

        Reason: Most parents in the district will easily be able to supply the minimum recom-
        mended donation. However, there will be some that are not able to and therefore must not
        be deceived into thinking that they must.

        Procedure: A delicate balance must be struck in the wording of these donation requests. On
        one had the wording must be strong and clearly communicate that parents should feel an
        obligation to donate to a program that their children are benefiting firm. However, on the
        other hand the wording must not be deceptive and mislead those that are in true financial
        hardship to donate even thought they are unable.



E. Service Strategies

        Convincing people that there is a legitimate need that is worthy of donating to is not always
        an easy task. One of the most common strategies that non-profits employ is to convince
        people that there is simply a need for money. Unfortunately everyone has a need for money
        and just convincing people that there is a need for money will not always motivate them to
        donate. This section will demonstrate practical recommendations that seek to overcome this
        problem and motivate more parents to give.




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        Recommendation #1: It is recommended that All the Arts for All the Kids adopt a fund rais-
        ing strategy targeted at Parents as Donors that will sell them on the program and why it is
        important that their children be a part of it.

        Reason: If parents perceive that there is a genuine benefit to having their children involved
        in the All the Arts for All the Kids program then they will be more willing to donate. The
        central idea behind this recommendation is that the program isn’t presented as needing
        money but rather the parents are presented as needing the program for their children. Indi-
        viduals tend to act in their own self-interest. When the need is shifted from that of an or-
        ganization to that of themselves individuals are much more willing to donate because they
        perceive the money as going to meet their own needs. This process is made infinitely easier
        by targeting parents because they already have a vested interest in their children’s lives and
        donating money to All the Arts for All the Kids will be understood as providing a benefit to
        their children.

        Procedure: Literature for Parents as Donors must emphasis why parents need to have this
        program for their children. This idea will be built upon further in the following two rec-
        ommendations.



        Recommendation #2: It is strongly recommended that All the Arts for All the Kids make
        the benefits of having the arts in education well known to parents in all of the donation re-
        quest material.

        Reason: By demonstrating these benefits as evidence to invest in the organization parents
        are no longer donating to an unknown cause, but rather to purpose. The perception is in-
        tended to help parents understand that they are buying into a service that will directly im-
        pact the lives of their children in a positive way.

        Procedure: Again all that is needed in putting this recommendation to work is careful
        wording of all donation request material. The information should clearly sell parents on the
        benefits of the program and building upon the previous recommendation to help them un-
        derstand that the program is something that is truly needed in the lives of their children.




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        Recommendation #3: It is also recommended, in addition to the previous two recommen-
        dations, that All the Arts for All the Kids demonstrate to parents the additional benefit that
        students will receive because of their donations.

        Reason: Currently All the Arts for All the Kids is functioning with only a very small per-
        centage of their funding coming from parents. It has been commented that parents are so
        used to having the program in place without providing their donations that they may not
        see a need to donate. The problem exists in perception by parents that the organization has
        been around forever, and will always be around (Professional Interview #4). The way to
        overcome this problem is to emphasize the added benefit that their students will gain if do-
        nations are made.

        Procedure: The material that is provided to potential parent donors should include informa-
        tion about the added benefit that will be received by their children if they donate.



F. Place Strategies


        The idea of approaching parents for donations is nothing new to All the Arts for All the
        Kids. They have tried it in the past but only received marginal results. The process in the
        past was to send home envelopes with students that contained a donation request letter.
        This donations would then either be returned in the mail or by students (Professional Inter-
        view #4). This section will demonstrate one way to streamline the process so that donors
        will be more willing to donate.



        Recommendation #1: It is recommended that the All the Arts for All the Kids website be
        updated to include a section that is designed for receiving donations.

        Reason: Writing a check and placing it in the mail, or trusting a child to bring money back
        to school with them is not always the most efficient way of donating funds. Not only is their
        room for error, but the process in and of itself can be a hassle. Dedicating a section of the All
        the Arts for All the Kids website that is designed specifically for taking these donations
        serves several different purposes. First, it streamlines the donation process so that parents
        only need to visit the website and make a safe and secure credit card donation. This will
        take the hassle out of the process an increase the likelihood of donations. Secondly, this
        website contain considerably more information for parents to learn about the organization
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        and how their donations will be used than the donation letters that will be brought home by
        their children. Lastly, the by channeling prospective donors to the website they will have
        the opportunity to get familiar with the website and be more likely to visit it in the future.
        More on this website will be discussed under Section V. Promotion/Awareness Strategies
        under Website.

        Procedure: Envelopes will be sent home with students that contain a number of different
        items. First there will be a Parents as Donors Support Letter which will serve to educate
        parents on the mission of All the Arts for All the Kids and why the program is something
        that is needed in their children’s life. This letter will also begin to describe why they are re-
        questing donations and point to the website for more information. Also a fact sheet will be
        included to illustrate the benefits of the program and the ways that their donations will be
        used to provide a better education for their children. A donation request form will educate
        parents on the recommended minimum donation and present the total funds that they are
        hoping to achieve. This form will provide them with two sets of instruction for how they
        can donate. The first set will point them to the All the Arts for All the Kids website which
        will be the most simple way to donate. The second set of instructions will allow parents
        who either don’t have access to the internet, or simply prefer sending a check in the mail,
        the direction needed to do so.



G. Positioning Strategy Map

        The following positioning maps are intended to illustrate how All the Arts for All the Kids is
        currently positioned with respects to other activities that are perceived as needing funds and
        the level of experience received by parents.




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        This first chart shows how All the Arts for All the Kids is currently positioned with respect
        to competitors.




        Recommendation #1: It is recommended that All the Arts for All the Kids begin to transition
        from their current position on the map to the reflect a higher perception of needing funds,
        and providing a larger parent experience.

        Reason: As All the Arts for All the Kids currently exists, there is a relatively low perception
        of them needing funds. As previously mentioned this can be attributed to their long stand-
        ing in the Fullerton School District and the assumption that since they have always been
        around they will always continue to be around regardless of whether or not parents chose to
        donate (Professional Interview #4). They are also positioned in a place where there is cur-
        rently very little experienced received by the parents. Again this is because the primary
        benefactors of the organization are the students in the district and they receive the their les-
        sons at school when parents aren’t around.


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        From a strategic standpoint after school programs can be viewed as competition for dona-
        tions from parents. With these programs there is a high perception of needed funding to
        support these programs because they provide an immediate benefit to parents who are un-
        able to watch their children when they get out of school. Similarly to All the Arts for All the
        Kids there is very little in the way of parent experience for these programs.



        Extra curricular sports activities are the largest competition for donations from parent.
        These programs are sometimes very costly but offer something that currently neither All the
        Arts for All the Kids or after school programs can offer. This valuable offering that sets ex-
        tracurricular sports activities apart is the parent experience. Consider Little League Base-
        ball. Every weekend parents are given the opportunity to come and experience what they
        have funded by watching their children’s baseball games.

        
                        


        This next positioning map shows the ideal position that All the Arts for All the Kids needs to
        transition to in order to become more attractive to Parents as Donors.




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        Procedure: The recommendations provided in this section are aimed at helping All the Arts
        for All the Kids to position themselves in the way that is represented by this positioning
        map. Here they will be most attractive to Parents as Donors because they have demon-
        strated that the program is not only in need of funding, but also that the parents need the
        program for their children. Also by increasing the experience for parents All the Arts for All
        the Kids will be able to further demonstrate the necessity of having this program thereby
        making parents more willing to donate.




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V.                               Promotion/Awareness Strategies

The pu r pos e of t his s e c t ion is t o p rovide re c omme n d at ion s as t o how t h e org an izat ion
c an in c re as e it s promot ion s pr imar ily t o t he t arge t e d s e gme n t .

        Overview

        All the Arts for All the Kids has used a wide range of promotional and awareness tools that
        have all had varied success. Several newspaper and magazine articles have been written
        about the success of the organization. In addition to these articles, there is an article abut the
        program featured on Apple Computers’ website (Website #3). The organization has also
        used letter campaigns, brochures, local television, and even the Arts LAB buses. These
        buses serve not only as mobile arts classrooms but also as mobbing billboards. They are
        very colorful and highly recognizable as they drive down the road (Professional Interview
        #2). There is no way of tracking these current strategies and therefore makes it difficult to
        determine their success. There seems to be an understanding that despite the promotional
        and awareness strategies being employed that there is still very low visibility for the organi-
        zation (Professional Interview #1). The following are four promotional and awareness
        strategies that are designed primarily to target Parents as Donors. Some of the recommen-
        dations will reach beyond just these parents and will be noted as so.



A. Newsletter

        Publishing newsletters is one of the best ways inform individuals of what is going on in an
        organization. They can be used to inform individuals of upcoming events, share touching
        stories, or simply provide new and exciting information about the organization. This sec-
        tion speaks specifically to providing newsletters to Parents as Donors, but can be used for
        any of the other target markets.



        Recommendation #1: It is recommended that All the Arts for All the Kids begin publishing
        newsletters no less than once every three months.

        Reason: Providing information about what is going on in the program is fundamental for
        increasing the parent experience for All the Arts for All the Kids. By publishing a newsletter


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        no less than once every three months parents will become substantially better educated
        about the program.

        Procedure: It is recommended that this task be divided up between the executive director,
        board members, and marketing interns. Topics to write on can include:

        • Update on All the Arts for All the Kids organization

        • Student profiles

        • Teacher profiles

        • Recent news

        • Recent donors

        • Current and upcoming events

        • Ways to get involved

        • How to donate



        Recommendation #2: It is recommended that the material in the newsletter be presented in
        a fun and exciting manner.

        Reason: In order to captivate the attention of the reader this material will have to be inter-
        esting and exciting for them to read. If the material is perceived as dull and boring then
        readers may not only stop reading the current newsletter, but also not read any future news-
        letters.

        Procedure: Place writers in charge of the project that share the same enthusiasm for what is
        going on that you want to convey to the audience. Have others proof all newsletters to
        make sure that the material is positively received.




        Recommendation #3: Create a print and electronic versions of the newsletter.

        Reason: Some parents will prefer to receive a print version of the newsletter and others will
        prefer an electronic version. By giving parents the option All the Arts for All the Kids is not
        only meeting their needs and heightening their experience, but also saving money. Elec-
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        tronic versions can be emailed free of charge whereas print versions will cost more because
        of printing and mailing costs.

        Procedure: Preferences for how individuals would like to receive their newsletter will be
        stored in a database along with the corresponding address to send it to. All of the electronic
        copies will be emailed as Adobe Portable Document Format files, which will make sure that
        every reader is able to open the file. Print copies will be sent to recipients through standard
        US Postal Service Business Mail. Special mailing rates are available for nonprofit organiza-
        tions.




        Recommendation #4: Create multiple ways for individuals to sign up to receive the news-
        letter.

        Reason: By creating different ways for individuals to sign up to receive the newsletter All
        the Arts for All the Kids will be able to get more people to sign up. If signups were only
        made available at one event then only those that attended would be able to sign up.

        Procedure: It is recommended signups be made available in four different ways. First, sig-
        nup sheets should be at every Family Arts Night and parents should be encouraged to sing
        up. Secondly, when donation request letters are sent home with students there should be an
        option for parents to sign up for the newsletter. Next, a section of the website should be
        dedicated to allowing visitors to sign up for the newsletter. Lastly, signups should be made
        available at every public event so that anyone interested in the organization can sign up.



B. Public Service Announcement

        Public service announcements are an effective strategy that can be used to gain mass media
        recognition. They are free of charge to create and require very little resources to use. This
        tool will be generally used to promote all areas of the organization and is not intended just
        to target parents.



        Recommendation #1: All the Arts for All the Kids should begin using public service an-
        nouncements regularly as part of their promotion/awareness strategy.


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        Reason: These announcements are very easy to write and can have a huge impact on the
        visibility of the organization. When used correctly they can generate a tremendous amount
        of free publicity.

        Procedure: Write out newsworthy press releases that will be interesting to the target audi-
        ence. The emphasis on this strategy is to get the media interested in the story so that they
        will wish to write on it and including it in their publication. Then when the press release is
        written and finalized it must be sent in to the desired publication. A sample letter is pro-
        vided on the following page.




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                                                        Press
                                                       Release
      5/10/07                                 Contact: Your Name
      For Immediate Release                   (###) ###-####



                                 The Musical School Bus
                     All the Arts for All the Kids Unveils Yet Another Arts Bus


Fullerton, California (November, 2008) – A small organization in North Orange County is gen-

erating a lot of noise. That’s right All the Arts for All the Kids, an organization that funds arts

lessons in the Fullerton School District, has unveiled its latest tool to educate children.

They have taken an ordinary school bus and drastically transformed it into a mobile music studio

complete with instruments, amplifiers, sound equipment, and even computers that allow students

to record and edit their own songs. This bus is just the latest of All the Arts for All the Kids cur-

rent fleet that includes two other buses that are equipped with laptops and video equipment

which allow students to create their own movies. When students see this giant purple buses pull

up to their schools they are overwhelmed with a desire to learn like never before. This is truly

the future of education.

For more information about All the Arts for All the Kids visit their website at www.allthearts.org

or contact Lauralyn Eschner at (714) 447-7484.




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        Recommendation #2: It is recommended that All the Arts for All the Kids begin keeping a
        list of media contacts and also building relationships with different contacts.

        Reason: As All the Arts for All the Kids begins sending out more and more press releases it
        will be helpful to have a centralized place where all media contact information is stored.
        Also, by building strong relationships with different media personnel there will be an in-
        creased likelihood of stories being published.



C. Internal Letter Campaign

        Internal letter campaigns are a way to incorporate the individuals within the organization in
        the funding process. Between all of the board members, volunteers, and others involved in
        the organization there exists a strong network of people who know people that are potential
        donors. This strength of this letter campaign relies on individuals within the organization to
        write heartfelt support letters to those that they feel would be interested in donating to the
        organization.




        Recommendation #1: As previously mentioned it is recommended that All the Arts for All
        the Kids include a well drafted letter to Parents as Donors as part of their yearly campaign
        to target parents as donors.

        Reason: Parents are already so occupied with spending money for their children in so many
        other ways that they may not see the need to donate to All the Arts for All the Kids.

        Procedure: The president or executive director of All the Arts for All the Kids should write
        the letter to parents in a manner that highlights the strengths of the program and really sells
        parents on why they need this program in their children’s lives. The letter should be used to
        inform the parents of four basic things as discussed previously:

        1.            What All the Arts for All the Kids does.
        2.            Why the arts are needed in students’ education.
        3.            Why parents should donate.
        4.            The added benefit that will be received by their children if they donate.

        Recommendation #2: Recruit board members and volunteers with strong connections to
        potential sources of donations.


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        Reason: The more people involved in the organization that have strong connections with
        potential donors will make this internal letter campaign much more successful.

        Procedure: As mentioned previously in this paper there is a continual need recruit qualified
        board members. Part of these qualifications that are worth considering is how connected
        they are with sources of potential income. Therefore, when looking for new board members
        All the Arts for All the Kids must take into account the network of friends that are connected
        with the potential donor.



D. Website

        Websites are quickly becoming the most popular awareness tool for non-profit organiza-
        tions. They have the ability to reach an unlimited number of individuals at a relatively low
        price per contact basis. Multitudes of information can be provided on these sites and a well
        designed website provides interaction with the visitor. Through this visitors to the site are
        actually able to experience the organization.




        Recommendation #1: It is recommended that All the Arts for All the Kids update their cur-
        rent website using a Content Management System (CMS).

        Reason: The current website is out of date and needs to be updated. By using a CMS for
        the core of the website All the Arts for All the Kids will have the ability to maintain their
        website on their own without needing a web designer. These CMS sites operate like a com-
        puter program on the internet where authorized users can quickly and easily make changes
        and updates to the site.

        Procedure: It is recommended that All the Arts for All the Kids seek a qualified web de-
        signer to do the initial setup of the website using a Content Management System such as
        Joomla! or Drupal.



        Compass Designs is a popular and affordable web design company that specializes in creat-
        ing CMS websites using the Joomla! core. More information can be found at:
        http://www.compassdesigns.net/ (Website #4).



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        Recommendation #2: It is recommended that All the Arts for All the Kids restructure their
        website in way that allows for different types of individuals to receive a more customized
        experience.

        Reason: Currently the All the Arts for All the Kids website is very generalized and doesn’t
        specific experiences for certain visitor types. Someone that visits the site looking only to
        donate should be able to easily access information that pertains specifically to him or her.
        The same is true for parents and volunteers.

        Procedure: Designate specific groups that you wish to target with the website and provide
        sections specifically for these groups. These groups should then have their own customized
        pages with information that is specifically designed for them. Some generalized informa-
        tion should be made available for visitors that don’t fall into a specific group. The informa-
        tion can be organized by providing menu items for all of the different groups and then sub
        menus for pages that are specific to what they need to know. On the following page is an
        outline that demonstrates this concept further.




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                                 Recommended Website Outline

Bolde d it e ms re pre s e n t main me n u it e ms . Un de r lin e d it e ms are s u b- me n u s it e ms for
t he bolde d it e m.



• Parents
   • Kids Need Art
      • This page will talk about why it is crucial that parents make sure that arts is part of their
        children’s education.
   • Parent Experience
      • Here parents will be able to find out how they can experience what All the Arts for All
        the Kids does.
   • Donate
      • A specific page designed to make it really easy for parents to donate to the program.
        Allows them to give over the internet or provides information about donating in other
        ways. Also as part of the donation process parents will be asked to fill out a donor sat-
        isfaction survey and be asked if they want to sign up for the newsletter.
   • Newsletter signup
      • This section allows parents to sign up to receive All the Arts for All the Kids newslet-
        ters. They will have the option to receive the newsletter in print or electronically.
   • Contact for parents
      • Provides a way for parents to contact someone in All the Arts for All the Kids.
• Donors
   • Why We Exist
      • This will educate potential donors on the reason that organization exists and why what
        All the Arts for All the Kids is doing is so important and worthy of donating to.
   • Our Vision
      • Provides the mission statement for the organization and the overall vision for All the
        Arts for All the Kids.
   • Who We Are
      • Tells about who All the Arts for All the Kids is.
   • What We Do
      • Tells about what the organization specifically does.
   • Donate
      • A specific page designed to make it really easy for donors to donate to give to the pro-
        gram. Allows them to give over the internet or provides information about donating in
        other ways.
   • Newsletter signup



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         • This section allows donors/potential donors to sign up to receive All the Arts for All the
           Kids newsletters. They will have the option to receive the newsletter in print or elec-
           tronically.
     • Contact for donors
         • Provides contact information so that donors can easily get in touch with someone from
           All the Arts for All the Kids.
•   Volunteers
     • How to Help
         • Educates potential volunteers on how they can help out All the Arts for All the Kids.
     • Contact for donors
         • Provides contact information so that volunteers can easily get in touch with someone
           from All the Arts for All the Kids and sign up do donate their time.
•   About the Organization (for general visitors)
     • Our Vision
         • Provides the mission statement for the organization and the overall vision for All the
           Arts for All the Kids.
     • Who We Are
         • Tells about who All the Arts for All the Kids is.
     • What We Do
         • Tells about what the organization specifically does.
•   General Contact Information
     • Provides a way for anyone to easily contact All the Arts for All the Kids.
•   Upcoming Events
     • Gives a list of upcoming events that visitors can involve themselves with.




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        Recommendation #3: It is recommended that the website be updated frequently to reflect
        current news, events, and changes to the organization.

        Reason: A website is only as good as the content that is on it. If content is out of date then
        there is little use for it even being made available to the public. Outdated content demon-
        strates to the public that the organization may not be efficiently operating whereas website
        that is continually updated shows that the organization is active and involved in their fulfill-
        ing their vision.

        Procedure: By implementing a CMS website, as mentioned in recommendation #1, updates
        to the website are very easy to make without needing a web designer. They must simply be
        added to the existing website in a place that makes logical sense.



        Recommendation #4: A section should be added to the website that allows for parents and
        donors to easily make donations to the organization with their credit cards.

        Reason: Part of the problem with donating is that it can many times be a hassle for donors.
        By dedicating a section to the website that eliminates the usual hassle their will be an in-
        creased likelihood of individuals making donations.

        Process: The donation process should be made as simple as possible. Recommendation #2
        illustrates that their should be a donation section specifically for parents that includes the
        option for them to sign up for a newsletter and fill out a satisfaction survey. There should
        also be a section dedicated for regular donors to make their contributions. This section will
        give regular donors the option for signing up for a newsletter but will not have a survey as-
        sociated with it. Utilizing the CMS features of the website it will be very easy to setup these
        sections so that donors can make contributions online using their credit cards. Both parent
        and regular donor sections should include additional instructions for how donations can be
        made in other ways.



        Recommendation #5: As part of the Parents as Donors donation process their should be a
        satisfaction survey to filled out.

        Reason: This recommendation was first addressed in the Internal Strategies Section under
        Section C. Customer Satisfaction Surveys. It is very important that All the Arts for All the

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        Kids measure the satisfaction levels of these Parents as Donors and offering the ability to
        complete these survey online increase the likelihood of them being completed.

        Process: Again using the features of a CMS website will allow the web designer in charge of
        the initial site setup to easily add this type of functionality.



        Recommendation #6: As already mentioned several times throughout this paper, it is rec-
        ommended that users be able to sign up to receive the All the Arts for All the Kids newslet-
        ter online.

        Reason: These newsletters are a big part of building ongoing relationships with parents and
        donors that will enhance their experience with All the Arts for All the Kids. Facilitating
        newsletter signups on the website will allow users to sign up at any time.

        Process: Newsletter signups are another feature of the website that can be easily added to
        the website using the CMS features. It is recommended users be able to sign up to receive
        the newsletter electronically or in print through mail.



        Recommendation #7: It is recommended that All the Arts for All the Kids improve their
        search engine ranking.

        Reason: A search engine ranking represents where and how your website will show up
        when someone searches the internet using keywords. Currently when a search is ran for
        “All the Arts for All the Kids” in the Google search engine the organizations website doesn’t
        even show up in the top ten results (Website #5). It is very important that the organization
        appear much higher in the search results if they hope to receive traffic to their website.

        Process: This section is likely to be completed by a web designer because most of the steps
        will have to be incorporated into the initial site construction.



        There are two key ways to increase your ranking in popular search engines during the con-
        struction of the website:

        1.            Make sure that all pages in the website have a relevant title with key words that people
                      would likely search for when looking for your page.

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                                     An example for a page on parent donations would be “Parents as Do-
                                     nors For All the Arts for All the Kids”
        2.            Next including meta tags into the code of the website that provide descriptions of the
                      pages and keywords that people searching for your page would likely be using to find
                      it.

        There are two other ways to influence how your website shows up in search results:

        1.            Submit your website to popular search engines. Every major search engine has a fea-
                      ture that allows you to submit your site.
        2.            You can pay search engines to include your website as an advertisement when people
                      search for key words. This is a very popular strategy that more and more organiza-
                      tions are doing.

        Recommendation #8: All other promotional and awareness campaigns should list the All
        the Arts for All the Kids website as a source for further information.

        Reason: Including the website in all promotional material gives people a way to find out
        more information. All the Arts for All the Kids therefore will not be so pressed to include as
        much information as possible in promotional material.

        Process: Include the website in all promotional material and encourage patrons to visit.




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VI.                                   Fund Raising Strategies

The pu r pos e of t his s e c t ion is t o provide re c omme n d at ion s for h ow A ll t he A r t s for
A ll t he Kid s c an in c re as e don at ion s .

        Overview

        All the Arts for All the Kids currently employ a number of different fundraising strategies
        including grant writing, fundraisers, and other donations. These funds are the only source
        of income for the organization since they do not charge for their services or have anything to
        sell. Furthermore, since All the Arts for All the Kids is primarily dedicated to providing
        funding for arts education in the Fullerton School District it is extremely important that they
        continually seek funds so that they will be able to continue their services. The following
        recommendations will help to move All the Arts for All the Kids in a direction where they
        will be able to receive more funding.



A. General Fund Raising Strategies


        Recommendation #1: Increase the number of letters and personal invitations to encourage
        key individuals to attend All the Arts for All the Kids fundraising events such as the Pin
        Auction, and the Give Your Heart to the Arts Award Luncheon.

        Reason: By using the networking capabilities that individuals within the organization have,
        All the Arts for All the Kids can invite individuals that they see as potential donors to these
        fundraising events. This is an excellent way to attract new and potential donors to the or-
        ganization and educate them on why having the arts in education is import and also how
        they can help.

        Process: Similarly to the support letter campaign that will be discussed later in this section,
        board members, volunteers, and others will be asked to send personalized invitations to key
        people that they see as being potential donors.



        Recommendation #2: It is recommended that All the Arts for All the Kids increase their
        grant writing activities.


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        Reason: Currently, when All the Arts for All the Kids writes grants they usually get them
        (Professional Interview #4). These grants are a huge source of income for the organization
        and there are many other grant opportunities to pursue.

        Process: Understandably grant writing can be a very time consuming process but the re-
        wards are often worth the time. The executive director or president should write grants as
        time allows.



        Recommendation #3: Rent out the buses and teachers to other schools and activities.

        Reason: When buses aren’t being used it would be a great opportunity for All the Arts for
        All the Kids to rent out their buses and teachers to others schools. Private schools in par-
        ticular have large budgets and would likely be very willing to spend the money on having
        this opportunity in their schools. All the Arts for All the Kids already uses their buses for
        summer school classes and after school programs. These activities should be increased as
        well. The most interesting aspect of using this recommendation is that it perpetuates the
        mission of the organization. The buses are being rented out to some schools and providing
        students at these schools with arts education. The money made from these lessons in turn
        fund more arts lessons.

        Process: All the Arts for All the Kids should contact other schools in the area to see if they
        would be interested in the opportunity.



        Recommendation #4: It is recommended that a well-defined process be put in place for po-
        tential donors.

        Reason: Without donors All the Arts for All the Kids will no longer be able to fulfill their
        mission. It is for this reason that donors be viewed as one of the most important elements of
        the organization. A specific process must be developed to make sure that a steady stream of
        funding is supplied to the program. As part of this three very important things need to
        happen. First, donors must see a need to donate to the organization. Secondly, the process
        to donate must be very easy and lastly donors must feel appreciated. More about donors
        will be discussed in section VI under Fund Raising Strategies.



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        Procedure:

        1.            Initial contact with potential donor.
        2.            Donor must be quickly supplied with a donor packet so they will understand the need
                      for their donations.
        3.            Once donors receive this information an appointed representative should call the po-
                      tential donor to discuss answer any questions and discuss donating.
        4.            Donation is made.
        5.            When possible donors are recognized in a public way.
        6.            Donor contact information stored in a database so that they can be contacted again in
                      the future.
        7.            Follow up phone calls and thank you notes are to be sent to donors so that they feel
                      appreciated for their donations.


B. Networking


        Recommendation #1: It is recommended that All the Arts for All the Kids increase their in-
        volvement in the Fullerton Chamber of Commerce.

        Reason: Being involved in local and county chamber functions will allow All the Arts for All
        the Kids to network with many other businesses and individuals that could provide benefit
        to the organization. Chamber meetings and mixers will not only increase the organizations
        visibility but also expose the organization to potential donations.

        Procedure: Visit the Fullerton Chamber of Commerce websites and sign up to join.

                                          Fullerton Chamber of Commerce
                                           http://www.fullertonchamber.com

        Recommendation #2: Pursue a possible joint venture with the International House of Blues
        Foundation.

        Reason: The International House of Blues Foundation is “dedicated to promoting cultural
        understanding and creative expression through music and art” (Website #8). This organiza-
        tion has many things in common with All the Arts for All the Kids and the possibility of a
        joint venture could do great thing for the foundation. The next bus that All the Arts for All
        the Kids would like to create is a music bus and The International House of Blues Founda-
        tion may be very interested in partnering with the foundation to make that happened.


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        Process: Contact a local representative for the International House of Blues Foundation and
        schedule a time to meet with them to discuss the idea.

        The Program Coordinator for the International House of Blues Foundation in Anaheim is
        Amber Portz. Her contact information is:

                IHOB-Anaheim

                Amber Portz

                Program Coordinator

                1530 South Disneyland Drive

                Anaheim, Ca 92802

                Email: ihobfanaheim@hob.com



C. Non-Traditional Fund Raising Options


        Recommendation #1: It is recommended that All the Arts for All the Kids begin pursuing
        in-kind philanthropy options in addition to their regular fundraising efforts.

        Reason: In-kind philanthropy occurs when goods or services are given instead of money.
        There are many areas of All the Arts for All the Kids that could benefit from in-kind dona-
        tion.

        Some areas include:

        • Printing services for brochures and newsletters

        • Instruments and equipment for the new music bus

        • Supplies for arts lessons

        • Locations for events

        Procedure: Many times businesses are looking for ways to give back to the community and
        simply need to be approached. It is recommended that personalized letters be mailed to
        businesses asking if they would be willing to help in specified ways.


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D. Support Letter Campaign


        Recommendation #1: All the Arts for All the Kids should begin using letter campaigns on a
        yearly basis.

        Reason: People typically donate to organizations based on the people that they are con-
        nected with in that organization. By using the people in the organization to write personal-
        ized letters to people that they know there is a much higher probability of receiving funds
        than if individuals were contacted by a faceless organization.

        Procedure: The president or executive director of All the Arts for All the Kids should first
        write a letter to the board members, volunteers, and whomever else is intimately involved
        in the organization. This letter should explain to them the process and purpose of writing a
        letter to individuals that they know to ask for donations. These board members, volunteers,
        others should then begin handwriting letters to as many people that they know ad feel to be
        potential sources of donations. A sample letter from the president or executive director to
        the board members, volunteers, and others is included on the following page.




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                                            Internal Support Letter
        Thursday, May 3, 2007



        Dear _______________;

        I hope that you have had an exciting spring. I know that this spring has been very busy for
        us but, we are very energized by some of the changes and new ideas that we will begin im-
        plementing within our organization. At the top of our list is the creation of a Music Bus that
        will help to facilitate music lessons for students in the Fullerton School District. We cur-
        rently have a Video Bus, which has been very successful in allowing students to create and
        edit their own movies.

        Our vision for the Music Bus project is similar to that of the Video Bus. We hope to take a
        regular school bus and strip it down to the bare essentials, then add in all of the equipment
        and musical instruments necessary to not only teach kids how to play music, but also how
        to record it and put it together for them to share. However, before this goal can be achieved
        a lot of work must be done. Right now our greatest need is for instruments, equipment, and
        computers for the bus. Then once the bus is put together we will need to provide the fund-
        ing to put it into service. All of these things require help from donors. We have learned in
        the past that the key to receiving donations is in building relationships and connecting with
        donors. It has been proven that individuals are more willing to give consistently when they
        feel a connection with the organization. There are five basic steps that each potential donor
        should be taken through before they are ever asked to make a donation. They are the fol-
        lowing:

        1.            IDENTIFY an individual as a prospective donor that has a common interest as All the
                      Arts for All the Kids.
        2.            INFORM the individual of the mission of the organization and tell them your personal
                      story.
        3.            Determine the INTREST level of the potential donor.
        4.            INVOLVE the individual in one of the All the Arts for All the Kids events.
        5.            Then you ask them to INVEST in the mission of All the Arts for All the Kids.

        We are asking that each of you as board members, volunteers, and others involved in the
        organization to consider two or three individuals or families that would be ideal candidates


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        as potential donors. Please take the time to patiently walk through theses five steps with
        them and begin by sending them a personalized handwritten letter.


        As you know, a large part of the funds that we need to fulfill our mission are received
        through donations. In order to continue in our growth and the impact that we have on stu-
        dents we need more dedicated donors. We thank you for your time and willingness to help
        us ensure that students are adequately equipped with and education that includes the arts.



        Your fellow arts supporter,




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VII.                                List of Marketing Activities

The pu r pos e of t his s e c t ion is t o he lp A ll t he A r t s for A ll t h e Kids imple me n t t he re c-
omme n dat ion s provide d in t he plan . The y are divid e d in t o five c at e gor ie s ac c or din g
t o t he t ime fr ame in w hic h t he y s hou ld be don e .


Short-Term Activities
The s e ac t ivit ie s are s hor t - t e r m an d s hou ld be c omp le t e d w it hin s ix mon t hs .

     Update current missions statement to reflect the ongoing desire to educate the community
    about the importance of having arts curriculum in education.

     Define processes for board member recruitment, volunteer recruitment, potential donors, and
    training marketing interns.

     Join the Fullerton Chambers of Commerce.

     Create an internship position within the organization.

     Notify local schools of internship opportunity.

     Assign board members the roles of Volunteer Coordinator, Public Relations Coordinator,
    Newsletter Publisher, Grant Writer, Research and Tracking Coordinator.

     Form committees for marketing and event planning.

     Create databases for donor information, parent information, volunteer information, and
    newsletter signups.




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Long-Term Activities
The s e are lon g- t e r m ac t ivit ie s t hat s hou ld be c omp le t e d w it hin a y e ar or as c ap able .

     Pursue joint venture with International House of Blues Foundation for the Music Bus.

     Update current website using a Content Management System.

     Recruit and hire a Fulltime Executive Director.

     Update current missions statement to reflect the presence of a Fulltime Executive Director.




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Monthly Activities
The s e are mon t hly ac t ivit ie s t hat s hou ld be c omple t e d e ve r y mon t h w it h ve r y lit t le
e xc e pt ion .

     Track the total number of lessons that All the Arts for All the Kids has taught to date.

     Track the total number of grants given by All the Arts for All the Kids to teachers to date.

     Conduct monthly board meeting.

     Monthly marketing committee meeting.

     Monthly events planning committee meeting.




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Annual Activities
The s e proc e s s mu s t be c omple t e d e ve r y ye ar.
                Distribute annual internal letter campaign.
                Distribute Parents as Donors letter campaign beginning of the school year.
                Board member satisfaction surveys and survey results assessment.
                Asses the overall health and vision of the organization at the end of every year.




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Ongoing Activities
The s e ac t ivit ie s are on goin g for t he organ izat ion an d s hou ld be c omple t e d as n e e de d.
  Pursue in-kind donation opportunities as needed

     Pursue opportunities to rent out buses to other schools and events.

     Publish newsletters no less than every three months.

     Host family arts nights as frequently as are needed.

     Continually recruit qualified board members and volunteers.

     Recruit marketing interns as needed.

     Create profiles of students that have been dramatically impacted by the program.

     Survey donors and evaluate results.

     Survey parent donors and evaluate results.

     Survey students and evaluate results.

     Attend Chamber of Commerce events.

     Continually update databases with new information.




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VIII.                                            Marketing Cost

The pu r pos e of t his s e c t ion is t o provide a bre akd ow n of t h e e s t imat e d c os t s t hat are
t o be e xpe c t e d in imple me n t in g t his plan .

A.There is currently no marketing budget for All the Arts for All the Kids. The board handles
    how money is allocated and current marketing expenses are dispersed from a general ex-
    penses fund as they are needed.

B.The following is a list of estimated costs that would be associate with fully implementing this
    plan. It is worth noting that many of these expenses could be partially or fully covered by in-
    kind philanthropy and would be worthwhile in pursuing.

        Item
                                                                                 Cost


        File Maker Pro v 8.5 for the recommended databases.                                   $299

        Update current website using a Content Management System.                             $1,500


        Distribute annual internal letter campaign.                                           $25

           $.10 letter + $.39 stamp x ≈ 50 letters
        Distribute Parents as Donors letter.

         $.10 page x 4 pages x ≈10,000                                                        $4,000
        Publish newsletters no less than every three months.

           $.10/page x ≈500 newsletters x 4 times a year                                      $200
        Total                                                                                 $6,024



        Hiring a Fulltime Executive Director is listed separately from the other costs because it is not
        only a substantially larger cost, but also supplies the organization with intangible benefits
        unlike the other items.

                Recruit and hire a Fulltime Executive Director.                               $75-85,000




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IX.                                         List of Research Conducted
                                 Articles                                         and work collaboratively with others to provide
                                                                                  the best education for students.

                                                                         Article #5:
Article #1:                                                              Elliot W. Eisner, Elliot W. “The Role of Discipline-
"Students on Board with Video Arts." Apple Co. 27 Feb.                   Based Art Education in America's Schools.” Art Educa-
2007                                                                     tion, Vol. 40, No. 5, Discipline-Based Art Education.
<http://www.apple.com/education/profiles/fullerton>.                     (Sep., 1987): 6-26, 43-45.
                Relevance: This article posted on the Apple Co.                   Relevance: In this article the author describes
                website gives an overview of the video arts                       the arts as being one of the most empowering
                curriculum that is provided by the All the Arts                   sources for developing cultural understanding
                for All the Kids program. Specifically this arti-                 in students. Arts education forces students to
                cle addresses the role that Apple Co. has played                  come up with their own answers to assignments
                and speaks to the success of the program.                         where there is no defined right or wrong answer
                                                                                  such as in spelling and arithmetic. This author
Article #2:                                                                       also believes that the use of arts is one of the
Freedman, Kerry. "Social Perspectives on Art Education                            best ways for teachers to encourage the devel-
in the U. S.: Teaching Visual Culture in a Democracy."                            opment of students’ creative potential. The case
Studies in Art Education Vol. 41, No. 4 (2000): 314-329.                          for discipline-based arts education is also a case
                                                                                  for the development of the mind.
                Relevance: In this article the author argues that
                arts must be represented in education in order to        Article #6:
                provide a social statement, in a social context,         Mary J. Rouse, Mary J. ; Hubbard, Guy. “Structured
                from social perspectives. The author continues           Curriculum in Art for the Classroom Teacher: Giving
                to reinforce to importance of art in education           Order to Disorder.” Studies in Art Education, Vol. 11,
                and the necessity of it in representing the com-         No. 2. (Winter, 1970): 14-26.
                plexity, diversity, and cultural location of the
                students.                                                         Relevance: This article provides another exam-
                                                                                  ple of why arts education is important in the
Article #3:                                                                       development of students’ minds. The article
Madeja, Stanley S. “Computer Graphics: The New Sub-                               provides examples of how a structured curricu-
ject Matter for the Art Curriculum.” Art Education, Vol.                          lum can effectively be taught by teachers that
36, No. 3. (May, 1983): 15-17.                                                    are not well versed in arts.
                Relevance: This is an older article that was pub-        Article #7:
                lished when computers first began to be inte-            Thorne E. Schubert, Thorne E. “Art in Education: Five
                grated into the classroom. It is relevant because        Rationales.” Art Education, Vol. 39, No. 1. (Jan., 1986):
                it allows us to compare the learning environ-            41-43.
                ment that was present in the 80’s with the cur-
                rent environment. This article also speaks to                     Relevance: This article provides five rational
                how art and technology can increase the inter-                    for why art should be taught in education. They
                action between students and the content of their                  are as follows:
                learning.                                                              Encourages individual interpretation and
                                                                                       expression.
Article #4:                                                                            Helps in the development of visual quali-
Galbraith, Lynn. “Enhancing Art Teacher Education with                                 ties.
New Technologies: Research Possibilities and Prac-                                     Gives insight into the achievement of hu-
tices.” Art Education, Vol. 50, No. 5, Teacher as Re-                                  mankind.
searcher. (Sep., 1997): 14-19.                                                         Development of personal expression,
                                                                                       judgment, cultural understanding, and vis-
                Relevance: This article is in favor of providing                       ual discrimination.
                a more disciplined curriculum to arts instruction                      Ability to develop: seeing and feeling vis-
                in the classroom. The author recommends that                           ual relationships, production of works of
                teachers integrate technology into the classroom

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                        art, knowledge of art, and evaluating art                              Websites
                        products.

Article #8:
George F. Horn, George F. “Art and Education and                         Website #1
Change.” Art Education, Vol. 24, No. 2. (Feb., 1971): 3-                 All the Arts for All the Kids. Mar. 2007
5.                                                                       <http://www.alltheartsforallthekids.org/> OR
                                                                         <http://www.allthearts.org/>
                Relevance: This article supports the idea that
                there is no reason why art education should not                  Relevance: This is the current website for All
                have the same consideration form the                             the Arts for All the Kids. The site provides us-
                curriculum-shapers as reading, science, and                      ers with some basic information about the or-
                math. The author believes that the current art                   ganization and some contact information.
                curriculum is based mostly on crafts projects
                where little is learned. This curriculum must be         Website #2
                changed to reflect the deeper issues that art in-        Fullerton School District. Mar. 2007
                tends to embody.                                         <http://www.fsd.k12.ca.us/>.

Article #9:                                                                      Relevance: This is the district website for the
"The Importance of Arts Education." Ed.Gov. 28 Feb.                              Fullerton School District. All of the schools in
2007 <http://ed.gov>.                                                            the district are listed on this site along with
                                                                                 demographic information.
                Relevance: This is a very basic article that also
                reflects on the importance of art education in           Website #3
                public schools. Some of the benefits of art in           Gifts In Kind International. Mar. 2007
                the schools are: intellectual, personal, and so-         <http://www.giftsinkind.org>
                cial development.
                                                                                 Relevance: This is the website for an massive
Article #10:                                                                     non-profit organization that specializes in dis-
Anderson, Tom; McRorie, Sally. “A Role for Aesthetics                            tributing in-kind products to non-profit organi-
in Centering the K-12 Art Curriculum.” Art Education,                            zations. There is a registration fee for signing
Vol. 50, No. 3, Framing the Art Curriculum. (May,                                up.
1997): 6-14.
                                                                         Website #4
                Relevance: This article suggests that teachers           Compass Design. April 2007 <
                need to make art more relevant in the class-             http://www.compassdesigns.net>
                room. Such questions that need to be asked are:
                How do you value it and find meaning in it?                      Relevance: This design firm specializes in cre-
                What is it for? There must be more of a pur-                     ating templates and other solutions for one of
                pose in the classroom for the arts.                              the leading Content Management Systems.

Article #11:                                                             Website #5
Creson, Chris. “Arts program to ‘hit the road’.” Fuller-                 Google. April 2007 <http://www.google.com>
ton News Tribune. (June, 2002).
                                                                                 Relevance: Google is the most popular search
                Relevance: This is an article written about All                  engine available and currently All the Arts for
                the Arts for All the Kids when their first Arts                  All the Kids website does not show up in the
                LAB Bus hit the road. It is mostly an informa-                   top ten results when searched for.
                tional piece to raise awareness about the pro-
                gram and inform readers to how they can con-             Website #6
                tribute to the organization.                             Orange County Educational Arts Academy. April 2007
                                                                         <http://www.oceaa.org>

                                                                                 Relevance: This arts academy hosts a K-8 pro-
                                                                                 gram and has roughly 500 students. Their aim
                                                                                 is to provide an education that includes the arts,
                                                                                 multiple intelligences, language, environmental
                                                                                 stewardship and creative technology.
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                                                                         How: Face to Face
Website #7                                                               Relevance: The primary focus of this meeting was to go
Fullerton Chamber of Commerce. April 2007 <                              over a draft of the situational analysis. Additional in-
http://www.fullertonchamber.com>                                         formation was gained in the areas of volunteer coordina-
                                                                         tion and surveys.
                Relevance: This is the website for the Fullerton
                Chamber of Commerce. A signup form is                    Professional Interview #4
                available online and there is a fee to become a          Lauralyn Eschner
                member. However, as the website illustrates              Date: May 2nd, 2007
                there are a number of reasons to join including          Where: Fullerton School District Office
                helping to build their business and expand ones          How: Face to Face
                social network.                                          Relevance: The primary focus of this meeting was to
                                                                         conduct a fundraising audit. Primary sources of funding
Website #8                                                               for the organization are grants, donors, and fundraising
International House of Blues Foundation. April 2007 <                    events such as the Artist Pin Auction and the Give Your
http://www.ihobf.org>                                                    Heart to the Arts Award Luncheon. Discussed in-kind
                                                                         donations, partnering with the House of Blues, and their
                Relevance: The International House of Blues              current needs for funding.
                Foundation is affiliated with the popular House
                of Blues Music Venus. This organizations vi-             Board Member Interview #1
                sion is to help bring arts to schools and com-           Cynthia Yount
                munities. They may be a potential candidate              Date: May 3rd, 2007
                for All the Arts for All the Kids to form a joint        How: Email
                venture with.                                            Relevance: Initial board member questions. Cynthia is
                                                                         an attorney that helped All the Arts for All the Kids with
                                                                         filing for their non-profit status. She currently resides on
                                 Interviews                              the board and has a the highest satisfaction level possi-
                                                                         ble. She believes that the biggest needs for the organiza-
                                                                         tion are funding and workers.
Professional Interview #1
                                                                         Board Member Interview #2
Lauralyn Eschner
                                                                         Cynthia Yount
Date: March 1st, 2007
                                                                         Date: March 4th, 2007
Where: Fullerton School District Office
                                                                         How: Email
How: Face to Face
                                                                         Relevance: This is another interview with Cynthia that
Relevance: Initial meeting with Lauralyn Eschner the
                                                                         provides follow up from the previous. In her opinion the
President of All the Arts for All the Kids. Program pro-
                                                                         board members are all very satisfied as with their roles
vides K-6 students with 24 arts lessons a year. 6 in each
                                                                         on the board. She is for brining on a fulltime Executive
of art, music, dance, and theater. Lauralyn’s primary
                                                                         Director as long as by doing so the organization would
concern seems to be making sure that the organization
                                                                         move forward and be able to bring in more funds. Also
continues on long after she is gone.
                                                                         she believes that forming committees amongst the board
                                                                         members is a good idea that would probably be well
Professional Interview #2
                                                                         received.
Lauralyn Eschner
Date: March 7th, 2007
Where: Fullerton School District Office
How: Face to Face                                                                        Information Packet
Relevance: This interview was a marketing audit. Mar-
keting issues are currently handled by the board. Main
limitation to the organization is funding. Break even                    Information Packet #1
analysis is 1 dollar per student per lesson. Has used pub-               All the Arts for All the Kids Information Folder. 2007.
lications, television, brochures, and letter campaigns to
increase visibility for the organization.                                         Relevance: This is an information packet pro-
                                                                                  duced by All the Arts for All the Kids that has a
Professional Interview #3                                                         wealth of information about the organization.
Lauralyn Eschner                                                                  Provides information about who the organiza-
Date: April 4th, 2007                                                             tion is, what they do, and why what they do is
Where: Fullerton School District Office                                           important.
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                                 Brochures


Brochure #1
All the Arts for All the Kids Brochure. 2007.

                Relevance: This is a brochure that highlights
                basic information about the organization. The
                most current mission statement is in this bro-
                chure.




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