Marketing Plan 101

Marketing Plan 101 Presented by: Kay Keenan Jammie O’Brien Melanie Pack Nuts and Bolts for: If you have a laptop • Grab a CD • Insert it and open the template file • Save often to your hard drive • Make sure to also pick up the presentation material • If you need power find it now Marketing Plan 101 If you don’t have a laptop: • Not a big deal • Grab a pen and a copy of the marketing plan outline • Grab a CD to take with you Overview of this Session • Getting ready • Strength of our brand • Writing a plan • Metrics • Next steps Getting Ready Agency Goals 2008 Agency Goals: Use the goals to identify what the Marketing and Communications goals need to be to insure the Agency can meet its goals. For example: •Revenue increase •# of New Matches •Children Served •Geographic Expansion Current Situation Current Situation: 1. 2007 Male volunteers are 200 and 2008 goal is 300 men 2. Press releases get some coverage but press doesn’t call us we must call them and we spoke to no community groups in 2007 3. Website is static since creation in 2001 and marketing collateral shows more women then men even though men are our target Market Description Market Description: – Geographic – Demographic http://factfinder.census.gov/servl et/SAFFPopulation?_sse=on BBBS Services Our product is professionally supported One-toOne mentoring relationships with lasting impact Programs include: •Community-Based with # of youth and volunteers •School-Based in x elementary schools, y middle schools in z school districts Target Market • Volunteers – Men ages 18-65 – Reside or work in Zip Codes – African-American • Children Served – Girls ages 6-16 – Boys ages 8-15 – Residing in Zip Codes • Donors – Individual – Corporate – Foundations Local Board involvement • Establish a Board Marketing and Communications Committee • Lend expertise to polish the draft of the plan • Approve the Marketing and Communications Plan • Leverage their relationships for the benefit of your agency Competition—Identify at Least Two • Boys and Girls Club—national, facility based with employees as the primary contact with youth • Scouting—national, group based programs with volunteer leaders generally charging membership fees for participation Strength of Our Brand Leveraging the BBBS brand • Learning the BBBS brand – Logos, colors and images • Power of one unified brand – Act like a network – Consistent, high-quality experience • Resources available – Print-on-Demand – Custom logos – Videos Messaging The ―elevator‖ speech Messaging 25 Word Version • Big Brothers Big Sisters is a leader in One-to-One youth services. We have proven success in creating positive friendships for children, volunteers, families, and communities! Messaging cont. 50 Word Version • Big Brothers Big Sisters, the oldest, largest and most effective youth mentoring organization, serves more than 250.000 children annually. Independent research shows that the Big Brothers Big Sisters model of professionally supported One-to-One relationships has a direct, measurable and lasting impact. The organization needs men to be Bigs. Messaging 100 Word Version • Big Brothers Big Sisters, BigBrothersBigSisters.org, the oldest, largest and most effective youth mentoring organization in the United States, serves more than 250.000 children annually. Independent research shows that the Big Brothers Big Sisters model of professionally supported relationships between young people and their adult mentors has a direct, measurable and lasting impact. Children in the program are more likely to graduate from high school and less likely to be involved in violence. Big Brothers Big Sisters works with policymakers across the country to expand access to mentoring for children at risk. The organization is currently focusing on recruiting Big Brothers. Writing a Plan Agency Goals 2008 Agency Goals: Use the goals to identify what the Marketing and Communications goals need to be to insure the Agency can meet its goals. For example: •Revenue increase •# of New Matches •Children Served •Geographic Expansion Marketing Budgets • Top Down--3-5% of Revenue • Bottom Up—Actual Estimates • Same as Last Year • Cost per Match Establishing Marketing and Communication Goals 2008 Marketing and Communications Goals: 1. Inspire the Involvement of X number of more men 2. Build the Awareness of Big Brothers Big Sisters in our community A. B. C. D. Through public relations efforts Through community involvement on local boards/ initiatives Trough public appearances and public speaking engagements Leverage relationships with local media for public service announcements 3. Have a dynamic website and have “fresh” marketing collateral for volunteer recruitment A. B. Create gender specific pages on the website Stay abreast of what’s available in branded materials 4. Establish/ enhance current communications to constituents A. B. C. Potential volunteers Current Bigs Current donors Marketing Mix to support Target Markets: • Public Relations • Print Media (Establish and develop lasting partnerships with local periodicals) • Electronic Media • Develop Fact Sheet about Your Agency • Print and Broadcast Advertising • Community Events • E-Communications Marketing Calendar (by Month, Mix) January 2008 Mentoring Month Sunday Monday 1 Tuesday Wednesday 2 3 Press Release for Week 3 of Mentoring Month 6 7 8 9 10 Press Release for Week 4 of Mentoring Month 13 14 15 16 Identify Big of Confirm Speaking the Month for at Caesar Rodney local paper 20 21 22 Rotary Club Send out Press 23 24 Relase and photo of Big/Little of the month 27 28 29 Marketing Committee 3rd Quarter 30 31 Update Website for March Events 25 17 7 a.m. Caesar 18 19 Rodney Rotary recognizing Mentoring Month Staff display at 26 Home Show donated by Home Depot 11 12 Thursday 4 Friday 5 Saturday meeting to plan Metrics Performance Management Reported Monthly • X% Revenue Increase • Presentations to Community Groups • Articles or Mentions in the Media • # of Men Inquiring to be a Big • New Collateral • Website Updated Next Steps Next Steps • Plan time to review your work to date on the Marketing and Communications Plan with two key people that may join the Marketing and Communications team • Look at what worked in 2007 and incorporate it into the 2008 plan • Look at what didn’t work in 2007 and decide whether to stop doing it or change it dramatically so it does work Let us See Your Results Want us to review your plan and comment? • Send your finished plans to Alandrea.Hiller@BBBS.org • We would like your permission to share your plans with other agencies so we all become stronger Thank You