Good Neighbor Center

Good Neighbor Center

Good Neighbor Center

TheGoodNeighbor Center was founded 110 years ago.That is an impressive legacy.In todays digital age, we need to adapt our current organization to flourish in a challenging time for nonprofits.To assist us in a rebranding, we've created a new logo. We'd like to welcome you to the NEW good neighbor center.We all understand the importance of having a logo it creates brand recognition and gives us a more professional appearance.

To determine the future path of the GNC, weve talked to the people involved in our programs- our neighbors. Weve taken feedback from our neighbors about the various things that attracted them here in the first place. The GNC is a vibrant, close community. Although we are different ages, sizes and races, we are connected, like these buildings.

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Serving the greater River Landing area since 1904

Good Neighbor CenterMarketing Plan As presented to the Board of Directors and developed by Vielka Brown, Executive Director, Amy Danzeiser, Director of Development Colleen Dolak , Director of Public Relations and Marketing

Good afternoon, esteemed members of theboard.My name is Colleen Dolak and I'm your new director of public relations and marketing.

Today I will be presenting our new marketing plan. After reviewing memos and history provided by Jen Smith and Dan Yamamoto, as well as speaking with program directors, staff, and community members, I've developed this plan in collaboration with our executive director, Vielka Brown and Amy Danzeiser, our new director of development.2

Good Neighbor CenterMission Statement

To provide for the social, educational, recreational, health, and other needs of the people of the community.

The Good Neighbor Center is committed to our community. We rise to the challenges and address the needs of our neighbors.- Vielka BrownExecutive Director, Good Neighbor Center

As you know the mission statement of the Good Neighbor Center is to provide for the social, educational, recreational, health and other needs of the people in our community.

It's important here to note that each of ushas a commitment and responsibility to provide for the well-being of the Good Neighbor Center. With that in mind I'd like you to consider the following statement:

The good neighbor center is committed to our community. We rise to the challenges and address the needs of our neighbors. Each of us, as staff, volunteers and board representatives, are responsible to rise to our challenges. This marketing plan will help us to do just that.3

Good Neighbor CenterStrengths:In existence for over 100 years.New additions to senior staff.Expanded academic enrichment program.Only senior program in the city.

Opportunities:Many local corporations to approach for possible fundraising opportunities. Well known corporate sponsor (GE).High demand from local community. No direct competitors within the city.

Weaknesses:Outdated strategic plan & old Bylaws.No contingency plan, code of ethics, or conflict of interest policy. No transparency or accountability.No financial policy or annual report.No web site.Unable to attract enough donors to fundraising events.Strained relationship between the board and the staff.

Threats:Staff and volunteer retention.Lack of funding due to economic decline.Little brand recognition in the local community.Lack of participation due to failed marketing plans. S.W.O.T. Analysis for GNC

Based on the conversations we've had with our varied constituencies and the memos that we have reviewed, weve compiled a SWOT analysis to assess the internal strengths and weaknesses, and the external opportunities and threats of this organization.

The key strength is that we've been in existence for over 100 years and have the only program specifically for seniors in the city.

One weakness stood out as the most pressing. Weve heard from our 'neighbors' that the lack of a website was the most troublesome.A website not only brings us into the digital age, it allows us to convey a wide variety of information from our ideas about who we are to how we serve the community. We can provide our contact information, and share our history and mission. We can better attract our donors and recruit new volunteers. A website could provide new levels of accountability and transparency, which will help us become compliant with the Sarbanes-Oxley Act. The site can also be used as a tool for patrons who wish to make non-cash donations from the comfort of their own home. Our page will also contain a link to ourfinancial documents, updated bylaws, code ofethics, and conflict of interest policy. We may even consider asking GE,our corporate sponsor, to add alink on their page that leads to our website.

As you can see, having a websitegives us the opportunity to strengthen most of our weaknesses in a less expensive manner than we have before. Less expensive probably perked up your ears a little but Ill get to that in a few minutes.

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Good Neighbor CenterProgram Expenses

A review of the expenses for our program outlines what we've known for some time that salaries are the bulk of our operating expenses at a rate of 4 to 1.Total income for FY15 equaled $2,101,565, with only 12% of those funds contributed as restricted grants.

After all expenses were paid, the GNC saw a total profit of $47,244.

Total Salaries make up 75% of total Expenses for the GNC. Salaries forOverhead: 72% of program expenses

Pre-School: 84% of program expenses (The Pre-School Program is fully funded by the state of Kentucky and the city of Louisville. Its expensive because there is a state requirement for having trained Day Care workers with at least one staff member for every 10 children in the program.)

Academic Enrichment: 88% of program expenses (The Academic Enrichment program is fully funded by grants from the United Way and The Louisville Community Foundation.)

Seniors Program: 60% of program expenses

Kids Center (Sports, Classes): 62% of program expenses

*GNC is anticipating a 5% increase in total expenses for FY16, which will add approximately $103,000 to the GNC funding requirement in the coming year.

One point that Id like to highlight though is our marketing budget

Weve been spending $40,000 annually on direct mail, flyers and other print advertising. This is a one-off method of conveying the messageits time sensitive and ends up in the recycling bin. While some may say that our limited service area precludes the need, the consulting firm hired a few years ago found that key policy makers in the greater Louisville area are not aware of our organization.

What is the first thing you do when you hear of something new and would like to learn more about it? You google it, right? The Good Neighbor Center needs to have a web presence in order to be on the radar of those who do the same. Today, you can still find GNC on the web- we exist, so we are on map. People have posted pictures taken at our events on Facebook and Instagram. Kids are Snapchatting about the basketball tournament in the afterschool program. But we have to craft our own website and share our message. Otherwise, we are letting other people dictate who we are.5

Good Neighbor CenterWho?pre-school kids seniors families communityMission Driven

What?marketingvalueWhere?Website Instagram Snapchat Facebook TwitterWhen? Now!

How? Current staffVolunteersWebsite Why?scope reach more neighbors, offer value to our societyattract donors.

You've all heard of the 6W's in journalism:who, what, where, when, why, and how. Here I would like to discuss the 6 Ws of Marketing.The Who - Our target constituencies range from preschool kids in our daycare program to seniors, and all ages in between. It doesnt matter if you are a program participant or the family member of a participant, we supportanyone in the community needing the programs that we are able to provide. These are all our 'neighbors'.TheWhat - Our marketing campaign is designedtoleverage our message to identify, define and promotethe programswe have. We market to promote theimpact that we have on the community.We market to get the message of our services out the community to increase participation.We market to excite our community about what we do. We market to connect with other organization with a shared vision and purpose. We market to build relationships within our community. We market to increase our revenue. We market to improve upon our services. We market to celebrate our neighbors.TheWhere - Traditionally we have relied heavily on direct mail to reach our target market. In the digital age, we need a website. There, we will be able to share a great deal of content and, through social media, we can reach parents, families and students for very little upfront financial capital.The When - Website improvements must happen ASAP. We need to create a home page, program pages, calendars, registration pages and a method for online donations. Establishing and linking to social media will evolve as resources are made available. Will be looking more closely at a timeline on the next line.TheWhy- Effective marketing will expand our scope, which will help us reach more potential participants and donors. The How - Our director of public relations and marketing will map out a plan with the business managers and various directors to determine priorities, create website content, update programming resources, and engage all employees to maximize our social media impact. 6

Good Neighbor Center16-94 years oldPredominantly whiteHigh school diploma/technical schoolEarns less than $35 KBlue collar Works 2 jobs - Receives public assistanceCatholic

Our Demographics

Let's talk a little about demographics. The market for River Landing is very broad in terms of age some of the members in our preschool program have parents that are as young as 16 years old, with an average age of 21. On the other end of the spectrum some of the folks in our retirees program are as old as 94. Our neighbors are predominately white with some African-American high school graduates and some have attended technical school. Our families earn on average less than $35,000 a year. Most are blue-collar workers who work two and sometimes three jobs they generally receive public assistance and are predominately Catholic.7

Good Neighbor Center- Only game in town

Consistency, over 110 years serving River Landing

High quality, experienced staff

Members of the community

Competitive Advantage

For many are competitive advantage is that we are the only game in town. For our preschool program we are funded both by the state of Kentucky and the city of Louisville. For our seniors, we are also the only game in town but the key here is that we have been in service for over 110 years in River Landing. Their parents came here and probably their grandparents came here. We also have a high-quality experience staff, and everyone who works here is also a member of the community. We are your neighbors- for the community and by the community8

Good Neighbor CenterLogo - InspiresGrounded in our historyConveys cheery imageStrong and boldTogethernessValues of our neighborsStrategy/ Branding

Core Branding ElementsStories of membersChildrenFamiliesTeensVolunteersSeniorsBoard MembersStaff

The logo graphic is inspired by the dominant mural that is painted on the day care wall. This mural was painted by the talented former director of the center a few years before she retired in 1987. We wanted to pay tribute to our legacy while impressing the core values of the GNC in the new image. The font is bold and strong, to reflect other characteristics we noted in our neighbors. Finally, the reflection of the font is a nod to our River Landing region located on the Ohio River. The logo not only inspires but he's grounded in our history it conveys a cheery image. This image is not only strong and bold but demonstrates our value of togetherness and neighborhood.9

Good Neighbor CenterMarketing Materials

Social Networking Annual Report Name tags Letterhead Advertising Office signage Donor Newsletter Community Newsletter Website

All of these are examples of marketing materials and there's more! I'm sure as these items flash on the screen you're all thinking about $'s but there is a plan. Are most cost efficient method of marketing is going to bethrough the web. You may think that means to begin with the website.Well that's a very good point, we can actually begin with social networking and we can use our volunteers and members and staff to begin to spread the message through social media. We'll then ramp up to a website; we already have a new logo that we've introduced here today which we will be including on letterhead and name tags and our community newsletter and office signage. There will be more to come on that when we do a complete fiscal review later with Dan.10

Good Neighbor CenterProgramDay Care: Instagram, Twitter & Facebook

Academic Enrichment & Classes: Facebook & Twitter

Sports and Recreation: Instagram & Snapchat

- Seniors: Website, Twitter & blogSocial Media Plan

How? Current staffVolunteersWebsite

I've already reached out to a few families and staff that will be helping to promote the kids program, through photos posted on Facebook and Instagram. Have you ever met Sam Martin? He's one of our seniors and has always had a passion for photography he also happens to have a video camera. He's going to be a great volunteer resource to help us as we connect our social media plan. He's willing to videotape the kids in the youth program after school activities and help me interview a few of our key staff members for short videos on Facebook.Did you know that when you do a search for United Way Twitter is the first thing that comes up? Linking our funders through social media will be as important as linking to our neighbors.

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Good Neighbor CenterStrategic Vision for Marketing* Year 1 $10k establish website Hire intern Develop strategic plan and revise bylaws* Year 2 - $25k to expand marketing program: $20k to hire part-time employee and $5k to maintain website * Year 3 - $40k to hire fulltime digital media manager* Now - Facebook, Instagram, Twitter and Snapchat accounts for the Good Neighbor Center.

We've already identified key users of Instagram, Facebook, Snapchat and Twitter within our organization. Each of these individuals happen to have over 100 connections within the local community on these social media sites. We will utilize these connections with simple sharing tools to promote registration for our programs.In FY17, we plan to utilize $10,000 of the current direct mail program to establish a website, and hire an intern to promote social media. Additionally, during this time, we will develop a strategic plan to offer transparency and contingency planning. We will revise our bylaws, and work to find new ways to attract donors.In FY18, we will up the Digital budget to $25,000 to maintain the website and $20,000 to hire a part timer to expand our web presence and social media presence.In FY19, we plan to phase out direct mailing completely and utilize the entire Marketing budget of $40,000 to hire a full-time digital media manager.

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Good Neighbor CenterWe are really grateful for the Good Neighbor Centers Pre-School Day Care program. Since our children have been attending, theyve become more social and have learned basic skills. Every morning they are excited about going to the day careIts also comforting to know that our children are in good hands.

-Myers Family

The GNC has so much to offer and has made a real impact in our community. Those who participate are excited to share their stories with us. We have captured a few of those success stories to share with you today.

Studies show that a well-implemented day care program promotes a positive learning environment that enhances childrens social and developmental skills. It also increases readiness for a seamless transition to kindergarten (Hatcher, Nuner, & Paulsel, 2012).

Pam Myers raves about how her children, Maddie (age 3) and David (age 4) love our Pre-School program. These are some of our youngest 'neighbors'.

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Good Neighbor CenterSince our son, Donald, has been attending the Academic Enrichment program his test scores improved and his GPA went from a 1.9 to a 3.5 in 2 semesters! Thanks to the Good Neighbor Center enrichment classes.

Mr. & Mrs. Smith

Mr. and Mrs. Smith are particularly proud of their son Donald's academic improvement. They have seen an increase in not only his grades but also his sense of self confidence. Its like they have a new son!

The GNCs Academic Enrichment program has proven itself to be a benefitto our adolescent children. It has been reported that after-school Academic Enrichment Programs help children with below average gradesincrease their scholastic achievement level, school enrollmentand self-esteem, which can foster other talents (Miller &Gentry, 2010).

Providing this program for the youth in our community can help to producegifted learners, while encouragingcollege enrollment to competitive schools. It has been shown that children from lower income families can have challenges succeeding in school but, with our structured enrichment program, we can help our neighborhood children strive for excellence.

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Good Neighbor CenterWe love the that the center provides meals for our children. Sometimes our children are hungry after a full day at school and the center is able to give them an after-school snack to hold them until dinner time. My son Tyler, really looks forward to eating the snacks. They also provide hot meals. I must say the meals are actually nutritional.

-Sofeah

Sofeah's son Tyler is a huge fan of the afterschool meals program, and Sofeah takes pride in the nutritional value of the meals.

Many of our children are part of an afterschool or day care program that requires them to be away from home for several hours. Providing a healthy snack sustains them until dinner time and helps them focus on the task at handand theyre delicious!15

Good Neighbor CenterThe Sports and Rec program is a fun place for me and my friends to hang out and play outdoor sports after school and it also gives us something to do on the weekends. I like that they take us on field trips when school is closed

-Joshua. B

Josh plays basketball five days a week with his buddies right outside on our basketball courts. He has made new friends and his parents are relieved to know that he has a safe place to go after school.

The GNC is open during critical times such as after school hours from3pmuntil 8pm, weekends from 9am to 9pm, and during school holidays and summer recess.

This program helps to keep our kids off the streets while giving them a way to build healthy habits.

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Good Neighbor CenterI first came to the Good Neighbor Center when my William passed on. I was only looking for a health screening. But that first day I met Thomas, Bernice and George. Weve been inseparable ever since! Now we all go to the yoga classes every Tuesday and Thursday. We even play Wii bowling twice a week! Its a blast!

-Margaret, age 73

Margaret has been a widow for 3 years and, before she found the GNC, she spent most of her time home alone. Now she spends her days at the center, making friends and learning new hobbies. She has such a wonderful personality and brings a smile to everyone at the center, staff and neighbors alike. She is a true gem in our community. 17

www.goodneighborcenter.com

Thank you for your time this afternoon. I hope that you enjoyed the presentation and have a better idea of where we would like to take the GNC in the next few years. While there may be many changes planned, we will continue to focus on our core mission. And to do that, we will need everyone working together. Because, at the end of the day, we are all neighbors in this great community.

Thank you.

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Good Neighbor CenterREFERENCESHatcher, B., Nuner, J., & Paulsel, J. (2012). Kindergarten readiness & preschools: Teachers and parents beliefs within and across programs. Early childhood research & practice, 14(2).

Miller, R., Gentry, M. (2010). Developing talents among high-potential students from low-income families in and out of school enrichment program. Journal of advanced academics, 21(4), 594-627.

The Community Toolbox (2016) Community Action Guide: Framework for Addressing Community Goals and Problems Retrieved from: http://ctb.ku.edu/en/table-of-contents/overview/model-forcommunity-change-and-improvement

University of Maryland University College (UMUC). NPMN 640: Week 3 GNC in box background information and reports: profile of the Good Neighbor center. Retrieved from https://learn.umuc.edu/content/enforced/17266

University of Maryland University College (UMUC). NPMN 640: Week 3 GNC in box: confidential memo from Jen to Executive Director-May 30, 2016. Retrieved from https://learn.umuc.edu/content/enforced/17266

Good Neighbor CenterREFERENCESUniversity of Maryland University College (UMUC). NPMN 640: Week 3 Inbox: Memo from Dan Yamamoto May 30, 2016. Retrieved from https://learn.umuc.edu/d2l/le/content/172766/viewContent/7464601/View

University of Maryland University College (UMUC). NPMN 640: Week 4 Inbox: Financial and organizational issues memo from Dan June 6, 2016. Retrieved from https://learn.umuc.edu/d2l/le/content/172766/viewContent/7464512/View

University of Maryland University College (UMUC). NPMN 640: Week 5 Inbox: More Information from Jen June 6, 2016. Retrieved from https://learn.umuc.edu/d2l/le/content/172766/viewContent/7464518/View

University of Maryland University College (UMUC). NPMN 640: Week 5 Inbox: Additional information from Dan June 13, 2016. Retrieved from https://learn.umuc.edu/d2l/le/content/172766/viewContent/7464518/View

M-Plans (2016) Nonprofit Business Training Services Marketing Plan. Retrieved from http://www.mplans.com/nonprofit_business_training_services_marketing_plan/core_strategy_fc.php

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