Marketing FCS _ FCCLA - New Jersey FCCLA by wuyunyi

VIEWS: 7 PAGES: 27

									FCS MAKES IT HAPPEN…
  HEAR ALL ABOUT IT!


              Billy Plastine
    New Jersey FCCLA Marketing Intern
                   Billy Plastine, NJ FCCLA Marketing Intern




PRESENTATION OBJECTIVES
1.   WHY: Recognize the need for actively marketing
     FCS programs in today’s world
2.   WHAT/WHERE/WHEN/HOW: Define strategies to
     implement in creating a successful marketing plan
     for your FCCLA chapter and FCS program
3.   WHO: Learn about the importance of using
     targeted messages directed at various stakeholder
     groups
          Billy Plastine, NJ FCCLA Marketing Intern




                                                      OBJECTIVE ONE

Recognize the need for actively marketing FCS
                   programs in today’s world
                     Billy Plastine, NJ FCCLA Marketing Intern




“SELLING” YOUR FCS PROGRAM – WHY?

   Why is it important to actively sell your FCS
    program to different stakeholders?
     Stakeholders    need FCS as much as the FCS
      profession needs stakeholder support!
     With the current economic situation, school boards
      are looking to cut costs. If they see no value of FCS
      in the district, they will cut it!
     It’s vital to ensure that FCS remains on the forefront
      of stakeholder agendas
                    Billy Plastine, NJ FCCLA Marketing Intern




“SELLING” YOUR FCS PROGRAM – WHY?

   Inform the general public of your program’s
    achievements!
     Recognition   is brought back to students,
      department, school district, and YOU!
     Society will learn about the evolution of the FCS
      field and FCCLA in general
     Key decision makers will receive concrete evidence
      that FCS is crucial to a well-balanced,
      comprehensive education
                  Billy Plastine, NJ FCCLA Marketing Intern




                                                       OBJECTIVE TWO
Define strategies to implement in creating a successful
marketing plan for your FCCLA chapter & FCS program
                     Billy Plastine, NJ FCCLA Marketing Intern




STEPS TO SUCCESS

   Here are some steps to successfully marketing
    FCCLA and FCS in your school:
    1.   Develop a marketing plan
    2.   Identify key stakeholders
    3.   Develop a marketing message
    4.   Identify media sources & outlets
    5.   Begin “selling” your FCS and FCCLA programs
    6.   Evaluate success and identify your next steps
                    Billy Plastine, NJ FCCLA Marketing Intern




1. WHAT IS A MARKETING PLAN?

   In its simplest form, a marketing plan contains
    three basic parts:
     Evaluation of where you are now
     Explanation of where you want to go

     Goal-Setting & Planning on how you will get there.
                      Billy Plastine, NJ FCCLA Marketing Intern




1. A BASIC MARKETING PLAN

1.   EVALUATE where you are now
         Ex: only one full-time FCS faculty teaching five courses
2.   DETERMINE where you want to go
         Ex: increase enrollment in FCS courses
3.   PLAN how you will get there
         Ex: conduct info. sessions at Back To School Night,
          meet with guidance counselors to explain benefits of
          program for every type of student, and provide
          measurable results to administration to encourage
          increased budget support for new programs
                      Billy Plastine, NJ FCCLA Marketing Intern




2. IDENTIFY KEY STAKEHOLDERS

   Key stakeholders are individuals or groups of
    individuals that play a significant role in
    influencing you and your FCS/FCCLA program
     Examples   include:
        Parents/Guardians

        Students (current students, prospective students)
        Administration (principals, supervisors, guidance
         counselors)
        Government Officials

        Community Groups

        Colleagues & Other Faculty/Staff
                        Billy Plastine, NJ FCCLA Marketing Intern



3. DEVELOPING YOUR MARKETING MESSAGE

   For the general public, you want to identify a
    clear, consistent message
       Ex: FCS Mission (defined by AAFCS)
       Ex: FCCLA Tagline: “The Ultimate Leadership Experience”
   For stakeholder groups, you want to prepare
    specific talking points
     “Elevator     Speeches”
          Commit  facts, key points, and brief anecdotes to memory
          Use a “WIIFM-ed” concept to grab attention
                         Billy Plastine, NJ FCCLA Marketing Intern



3. DEVELOPING YOUR MARKETING MESSAGE

   Don’t reinvent the wheel when brainstorming
    for talking points! Translate what you already
    know about the value of your FCS & FCCLA
    program, including:
       Higher levels of thought in FCS coursework (not simply
        memorization, problem-solving, critical thinking, etc.)
       Applied academics in FCS
       Leadership training
       Preparation for the future
          Soft skills
          Life skills
                       Billy Plastine, NJ FCCLA Marketing Intern




4. MEDIA SOURCES

   Use these sources primarily to send out your
    marketing message:
     School,    local, and state newspapers
     Internet

     School district newsletters and website
     Cable TV (local programming)

     School bulletin boards and announcements

     Local advertising
                    Billy Plastine, NJ FCCLA Marketing Intern




4. MEDIA OUTLETS

   Use these outlets primarily for selling your
    programs:
     PTA/PTSO/parent   organizations
     FCCLA meetings and events

     Local and State BOE meetings

     Community service projects

     CTE competitions

     Back to School Night

     Parent/Teacher Conferences
                    Billy Plastine, NJ FCCLA Marketing Intern




5. BASICS OF RELATIONSHIP SELLING

 W.I.I.F.M. (What’s In It For Me?)
 Uncover a “need” for each specific stakeholder
  group so they recognize the importance of FCS
     Ex:Parents, your children need the life skills they
     will learn in a FCS class & in FCCLA when they are
     off on their own after graduation. Both will prepare
     them to balance their checkbooks, maintain a
     personal budget, prepare healthy food, manage
     their time, set goals, communicate effectively with
     others, etc . etc.
                        Billy Plastine, NJ FCCLA Marketing Intern




5. BASICS OF RELATIONSHIP SELLING

   Anticipate objections and prepare for them.
    Your ability to handle objections might make or
    break your argument.
     Example      of handling an objection:
        Parent: My kid wants to be a mathematician when they
         grow up. FCS isn’t the elective for him.
        You: I understand your concern, but our Foods &
         Nutrition class encompasses several disciplines,
         including mathematics. From using appropriate
         measurements in foods lab to learning about portioning
         food, math is used on a daily basis in my classroom.
           Billy Plastine, NJ FCCLA Marketing Intern




                                          OBJECTIVE THREE
  Learn about the importance of using targeted
messages directed at various stakeholder groups
                        Billy Plastine, NJ FCCLA Marketing Intern




WHAT IS A MARKET SEGMENT?

   Market segments break a population of people
    into smaller subgroups with similar
    characteristics
     Example:
        Population   = ABC High School
           Segment A = students of ABC HS
           Segment B = faculty of ABC HS

           Segment C = administration of ABC HS


   Identifying market segments helps you cater
    your message and implement a more personal
    approach when delivering it
                            Billy Plastine, NJ FCCLA Marketing Intern




MARKET SEGMENT: PARENTS/GUARDIANS

   How can this segment help you?
       By encouraging their children to take FCS courses (which will populate
        your classrooms in turn).
       Networking with other parents to spread the benefits of FCS and FCCLA.
       Influencing administrators

   WIIFT? (What’s In It For Them?)
       the value of their child’s FCS education

   How do I reach them?
       PTSO meetings
       BOE meetings
       Back to School Nights & Parent Teacher Conferences
       Holding informal “Parents Meetings” for your chapter at night
                           Billy Plastine, NJ FCCLA Marketing Intern




MARKET SEGMENT; ADMINISTRATION

   How can this segment help you?
       By providing financial support for your FCS program and
        FCCLA chapter from the school budget.
   WIIFT? (What’s In It For Them?)
       Recognition for their school
   How do I reach them?
       The best way is through testimonies, e.g.:
       Have some chapter officers meet with them to discuss the activities of
        your FCCLA chapter and what they are learning in their FCS class.
       Encourage supportive parents to mention in in conversation with school
        administration.
                             Billy Plastine, NJ FCCLA Marketing Intern




MARKET SEGMENT: STUDENTS

   How can this segment help you?
       By enrolling in your classes, participating in FCCLA activities, and
        encouraging their friends to do the same

   WIIFT? (What’s In It For Them?)
       The value of being a member and FCS student (although, I know, it is
        hard to realize until you get to college); try using alumni testimonials or
        have them reflect on what it means to be an FCS student and FCCLA
        member

   How do I reach them?
       Their peers (greatest influencers)
       Parents
       Guidance Counselors
                            Billy Plastine, NJ FCCLA Marketing Intern



MARKET SEGMENT: GOVERNMENT OFFICIALS

   How can this segment help you?
       By initiating or supporting legislation that includes FCS as a part of the
        graduation requirements in the state.
       By initiating or supporting legislation that continues federal Perkins
        funding, a major source of financial support from the government for
        FCCLA on the state and national levels.

   WIIFT? (What’s In It For Them?)
       Constituent support
       Strong, comprehensive education in their legislative district

   How do I reach them?
       NJ Board of Education Public Testimonies
       Local Board of Education meetings
       Testimonies provided by students, parents, administrators, etc.
                     Billy Plastine, NJ FCCLA Marketing Intern




CASE STUDY: FCCLA
   Family, Career and Community Leaders of America
    (FCCLA) is a nonprofit national career and technical
    student organization for young men and women in
    Family and Consumer Sciences education in public
    and private school through grade 12.
   Everyone is part of a family, and FCCLA is the only
    national Career and Technical Student Organization
    with the family as its central focus. Since 1945, FCCLA
    members have been making a difference in their
    families, careers, and communities by addressing
    important personal, work, and societal issues through
    family and consumer sciences education.
                        Billy Plastine, NJ FCCLA Marketing Intern




CASE STUDY: FCCLA

   FCCLA Marketing – Sample Inputs:
     National,state, and local publications
     Defined and communicated marketing plan
        Brand FCCLA
        Mission and Purposes

     Legislative   visits
        CapitolHill
        State government and agencies

        Local BOE meetings
                    Billy Plastine, NJ FCCLA Marketing Intern




CASE STUDY: FCCLA

   FCCLA Marketing – Sample Outputs:
     Promotional   material to illustrate and communicate
      the effect of the organization on schools,
      community, society as a whole, etc.
     Consistent message leading to greater awareness
      and recognition of the organization
     Assurance of wide-spread support for FCCLA
      funding; acquisition of volunteers, sponsors,
      partners, and donors
                    Billy Plastine, NJ FCCLA Marketing Intern




A CLOSING NOTE

   FCS and FCCLA has helped millions of students
    throughout the United States!
     The  world deserves to know this information! By
      applying effective and efficient marketing
      strategies, we can accomplish this mission, if we
      chose to accept it!
     Billy Plastine, NJ FCCLA Marketing Intern




     QUESTIONS?




           Billy Plastine
New Jersey FCCLA Marketing Intern
        plastin2@tcnj.edu
         www.fcclanj.org

								
To top