HomeWorks Trenton Fostering a community of empowered young women who strive to achieve their full potential and

positively impact the world around them.

2019 Communication & Marketing Plan TCNJ Student Production by; Nicole Tampone,Christopher Ortiz, Justin Boston, Matthew Green,

Kerry Silverman & Moneek Coleman

Table of Contents

I. Introduction ……………………………………………..………...…………………..... 1

II. Topic/Problem……………………………………………………………………………1

III. The

Task……………………..…………………………..………………………………..3

IV. Research & Analysis……………………………………………………………………..3 A. General Background B. Organizational Background C. Competitive Framework

1. Boarding Schools 2. After School Programs 3. Boarding Homes

V. Target Audience………………………………………………………………………...14

A. Primary B. Secondary

VI. Marketing Objectives…………………………………………………………………..15 A. Fundraising B. Raising Awareness

VII. Strategies………………………………………………………………………………..16 A. Digital Promotion B. Event Promotion C. Opinion Leaders D. Partnerships

VIII. Tactics…………………………………………………………………………………...17 A. Digital Promotion B. Event Promotion C. Opinion Leaders D. Partnerships

IX. Schedule…………………………………………………………………………………17

X. Measurement & Monitoring…………………………………………………………...18

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I. Introduction

HomeWorks Trenton is a nonprofit, 501(c)(3) organization that aims to give underprivileged girls

in the Trenton area a better opportunity for success by partnering with the Trenton Public School system

to offer a boarding school-esque lifestyle. Staff members drop the girls off at school in the morning, pick

them up after school, and house them at their HomeWorks facility where they eat, sleep, socialize, and do

homework - all under adult supervision. By giving these girls a safe, fun, educational environment outside

of the classroom, HomeWorks is able to give its participants an advantage in achieving their goals and

dreams. This communications and marketing plan will advise HomeWorks staff and leadership on how to

improve their program’s awareness, fundraising, public perception, and more.

II. Topic/ Problem

The problem is manifold. Schools in the Trenton School District are pushing students

through the education system who fail to meet objective educational metrics. Perhaps linked to

this flawed system, these schools are also experiencing alarmingly low rates of high school

graduation, which is a key determinant in lifelong financial success. Of the many issues that

cause students to underperform in the classroom, the number one reason is chronic absenteeism.

The Trenton School District is experiencing exorbitant rates of chronic absenteeism that puts

students at an immediate disadvantage. This then begs the question: why are Trenton students

chronically absent? There are many reasons, not the least of which is housing instability. Many

students in the district move at least once per year, affecting their home stability and school

attendance. When not in class, students become influenced by dangerous outside forces, like the

extremely high levels of violent crime.

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III. The Task

Our challenge is to make it possible for high school girls in Trenton to:

● Achieve their full academic potential by supplementing the education they receive in the

Trenton School District.

● Build social and emotional skills to succeed individually and to positively impact their

schools and communities.

● Develop a growth mindset, a sense of empowerment and agency, and concrete skills to

identify and solve community challenges.

IV. Research & Analysis

A. General Background and Context

The Trenton Public School is struggling with chronic absenteeism, low high school

graduation rates, and underperforming students because of the negative influences outside of the

classroom.

As the HomeWorks business plan explains, in 2017, nearly 100% of Trenton Public

School students did not meet Math State Standards and 80.5% of youth did not meet English

State Standards. Many attribute these failures to a lack of funding for public high schools, which

is an argument with some merit. But many also argue that new textbooks and even laptops won’t

fix Trenton’s institutional problems with education. So why are Trenton high schoolers falling so

far behind? The number one cause, many believe, is chronic absenteeism. In 2017, 36% of high

school students were chronically absent, missing 10% or more of school days per year. That’s

nearly 3 times the rate of absenteeism in New Jersey as a whole according to 2015-16 data from

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the U.S. Department of Education. While chronic absenteeism can be caused by many factors,

one reason is they experience housing instability. Nearly 40% of Trenton Public School students

move at least once per year. Moreover, high schoolers in Trenton report having a lack of hope

and feeling constantly unsafe due to drug abuse, gang activity, and high crime. In fact, according

to 2015 FBI statistics, Trenton’s violent crime rate is 3.3 times that of the national average. I

wouldn’t want to walk to school in that neighborhood – would you?

Chronic absenteeism isn’t contained within Trenton, however. It’s a crisis in

impoverished neighborhoods and urban areas across the United States. In fact, Mike Maciag of

Governing.com reported in 2018 that more than 1 in 7 students are chronically absent from

public school in the U.S. Not only that, but at least a dozen schools in nearly every state reports

having chronic absenteeism over 20 percent. Perhaps the most scary is that 2015-16 U.S.

Department of Education Statistics reports that the District of Columbia leads all states with 31%

chronic absenteeism.

B. Organizational Background

History scope mission challenges

HomeWorks was co-founded by Natalie Tung and Brenaea Fairchild in 2016

which was when it was established as a 501(c)(3) non-profit organization. After

its establishment and search of staff members, HomeWorks ran its first pilot of

five girls during the summer of 2017. This lead to the expansion of the program to

ten girls during the summer of 2018, which was successful and has challenged

HomeWorks to work to pilot a four month school year pilot during the fall of

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2019. HomeWorks sees this framework for academic enrichment is something

that is cost-effective and conducive to urban environments across the country, and

the world that could help create positive change in urban youth. HomeWorks has

a mission to create a community-based, after-school boarding program that

provides academic and social-emotional enrichment activities to supplement the

public school system, to empower women, and to build community leaders. The

non-profit organization works to combat issues such as chronic absenteeism,

obstacles to academic success, and systemic injustices in the city of Trenton.

C. Competitive Framework

1. Boarding Schools

The Lawrenceville School Founded in 1810, The Lawrenceville School is an independent college preparatory

boarding school for students both female and male in grades 9 through 12.

Strengths: Weaknesses: Costs:

817 students. 8 to 1 student ratio with a class average size of 12. Students get hands on personal experience. (not as personal as HomeWorks). 100% of students go on to attend a 4 year college.

Boarding + Tuition is 62,190 Not affordable. Small amount who can attend. HomeWorks is FREE. Boarding school, so students would not see family regularly.

2018 Annual Report - Revenue & Expenses pgs 8-9 https://issuu.com/thelawrencevilleschool/docs/lville_18annual5sp?e=2194472/66044322 Total Revenue: $63,600,000 Total Expenses: $63,127,000

Princeton Day School

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Princeton Day School is a private coeducational day school located in Princeton, New Jersey, serving students in pre-kindergarten through twelfth grade.

Strengths: Weaknesses: Costs:

Percentage of seniors attending four-year college: 100% Average class size: 12-16 students Top five schools attended by PDS students over a five-year period ('13-'18): New York University (21), Lehigh University (12), Princeton University (15), University of Chicago (11), Boston College (10), Duke University (10) 25% of students on financial aid totalling $5 million

2018-2019 tuition by division: PreK through Fourth Grade: $30,240 Fifth and Sixth Grades: $35,370 Seventh through Twelfth Grade: $37,060 Tuition price is a barrier to entry for HomeWorks target audience

2017 Annual Report - Revenue & Expenses pgs 34-35 https://issuu.com/princetondayschool/docs/journal_fall_2017_singlepages_from_ Revenue: $28,805,191 Expenses: $28,803,333

Christina Seix Academy

CSA is an innovative urban Pre-K-8 independent school focused on providing students from underserved communities with a holistic education, critical habits of mind, and an engaging learning environment.

Strengths: Weaknesses: Costs:

Small class sizes - 5 to 1 student to teacher ratio Advanced curriculum, including Music, Spanish, Civics, Science, Math, Coding, and English

Prepares students for private high schools, displacing them from the community. High operational costs that make it hard to scale

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Literature Wide variety of extra-curricular activities including tennis, fencing, lacrosse, soccer, vocal/performing arts, and more

New Jersey SEEDS

NJ SEEDS is a nonprofit that changes the live of motivated, high-achieving students from low-income families by transforming their educational opportunities.

Strengths: Weaknesses: Costs:

100% of high school seniors enrolled in four year college for Fall 2018 A SEEDS family’s average income is $32,677. SEEDS spends $17,000 to educate each student. That investment often yields $450,000 in high school and college scholarships.

Expensive to operate Not scalable to other urban areas

2017 Annual Report - Revenue & Expenses Pgs 36-37 https://njseeds.org/2017-annual-report/ Total Revenue: $3,447,130 Total Expenses: $4,334,411

The Pennington School

Founded in 1838, The Pennington School is an independent, coeducational school serving day and boarding students in grades 6 through 12.

Strengths: Weaknesses: Costs:

Strong alumni network - 4,600 alumni of record

Very expensive - nearly $40,000

Annual report unavailable

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54-acre campus 525 students and 45+ clubs Large, tight-knit community

HomeWorks is FREE Trenton students would leave their own communities to attend

2. After School Programs

The Boys & Girls Club

Founded in 1937, The Boys & Girls Club of Mercer County provides young people, ages 5 to 18, with social, enrichment and recreational activities through after-school, weekend, and summer programs.

Strengths: Weaknesses: Costs:

Real Estate: Centre Street Community Center (17,000 square foot facility with a gymnasium, arcade, dance/karate studio, art studio, STEM center, Tech center, outdoor pool and numerous classrooms) Funding: With over 2,600 youth memberships, numerous partnerships and donations from the school system, the B&G club is able to afford free after school bus pickup to 9 different elementary schools along with full education and operation staffs. Reputation: With 80 years of operation in Mercer County, in addition to over 4,000

Number of Children: With so many students enrolling in the program and attending summer camp events, the type of attention and education each kid receives suffer. Staff forms temporary relationships, not long-lasting development

Monthly fee: $100 per child +$25 membership fee (annual)

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other locations, the B&G club is well known for their after school programs and summer camps

HomeFront Homefront is a social services organization dedicated to aiding those who are homeless and/or poverty stricken within Central New Jersey.

Strengths: Weaknesses: Costs:

Partnerships: Homefront partners with business like Mathmatica and Educational Testing Service, schools such as Cherry Tree Club preschool & The Pennington School and facilities programs like the Lawrence Community Center Reputation/Approach: Homefront has s cemented reputation of charity through caring in the community. Facilities/Funding: The 42,000-square-foot Family Preservation Center hosts 38 families having just undergone a $6 million renovation project Organization and Staff: HomeFront has a full staff, including a board of directors.

Acceptance: HomeFront is not for those living in the lower-middle class, only the poorest of families are given aid

n/a

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Big Brothers Big Sisters (of Mercer County)

Big Brothers Big Sisters is the nation’s largest donor and volunteer supported mentoring network,that makes meaningful, monitored matches between adult volunteers (“Bigs”) and children (“Littles”), ages 6 through 18, in communities across the country

Strengths: Weaknesses: Costs:

Partners/Donors: BGBS has a network of corporate, community and individual sponsors around the world, who’s funding is distributed to individual chapter locations Size/”Market” share: Over 500 current students enrolled, operates within over 50 Mercer County schools Volunteer Network

Time spent: Mentors are only required to see their menee twice a week (for an hour+)

n/a: Run on a volunteer basis and funded through donarships

Young Scholar’s Institute

The Young Scholar’s Institute, founded in 1990, is a nonprofit after school learning center that provides educational, cultural and recreational activities for students Pre-K through 12th grade. YSI’s mission is to empower Trenton-area youth and help them develop the skills necessary to excel academically, vocationally and beyond within their career choices.

Strengths: Weaknesses: Costs:

Location and Housing: YSI’s mansion is located in the heart of Trenton, on Rt. 1. S.A.T/ACT Prep Courses

costs

College Tours are $580 Young Scholar’s Program (Pre-K through 5th grade) is $185 per week

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Financial Support from the Harbouton Foundation College Tours and Connections with Princeton University Pre-Med Prep Program

Pre-Med Prep Program is free

YMCA The Capital Area YMCA shares a commitment of nurturing kids, promoting healthy

living and fostering a sense of social responsibility. It is a health and fitness center that also offers a safe place for children to learn and grow as leaders.

Strengths: Weaknesses: Costs:

Free Food Access for Children Youth basketball, soccer and lacrosse classes Outdoor Pool Facility

More of a focus on health and wellness rather than education Unpersonalized environment with thousands of members

$85 annual membership for pool access $90 Family Membership for up to 4 children

3. Boarding Homes

Anchor House

The Anchor House is a stabilizing place for runaway, homeless and abused youth. It is a safe place to rest, and “wait through the storm while in crisis and a way to move on when the crisis is calmed.” It was founded in 1978.

Strengths: Weaknesses: Costs:

Housing Only serves ages 12 through n/a

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Programs: Shelter, Outreach Program, Connecting Youth Program

21

Hopeworks

Hopeworks combines education, technology and entrepreneurship so youth, ages 16-25

can build professional web design and development skills. It is located in Camden, New Jersey and provides a healing atmosphere to propel trouble students out of a cycle of violence and poverty.

Strengths: Weaknesses: Costs:

Connections: Hopeworks has an alumni network of business professionals who are skilled in several areas Events: They host many featured events for those who are interested in learning more

Sole focus on business and web design

n/a

LifeTies

LifeTies helps struggling adolescents and young adults successfully transition into

adulthood by giving youth the groundwork for a bright future through safe housing, clinical services and life skills.

Strengths: Weaknesses: Costs:

Housing: LifeTies has 3 different locations, for both youth, men and women. Volunteer Network and Social Presence (Social

Sole focus on youth ages 14-21

n/a

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Media/Website, etc.) Fundraising: One sole fundraiser (“The annual signature event”) raises enough funds to cover operational costs for the year.

Boys’ Hope Girls’ Hope

Boys Hope Girls Hope helps academically capable and motivated children-in-need to

meet their full potential and become men and women for others by providing value-centered, family-like homes, opportunities and education through college.

Strengths: Weaknesses: Costs:

Online blog/news platform Large network of 14 cities Focus on Academics Housing for 6-12 students 99% of students go to college

n/a

n/a

A Better Chance

Founded in 1963, A Better Chance has a vision to be a preeminent resource for

identifying, recruiting and developing leaders among young people of color throughout the United States.

Strengths: Weaknesses: Costs:

Large School network of over 2,000 students 96% of students gain college

Sole focus minorities grades 4 through 9

n/a

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admission College connections with over 100 Universities

D. Five Forces Analysis

1) Threat of New Entrants

Homeworks is a unique service that does have a moderate threat of new

entrants. The entrants can vary from different things such as public school,

boarding programs, and after-school activities. Each of these can pose a threat

because students and their families may be more inclined to sign them up for

different programs other than Homeworks and the blended experience. There is

however a high demand for programs like this to assist in academic and activity

engagement because of Trenton’s high absentee rate and below sufficient test

scores. Homeworks is also very cost-effective and zero costing to students and

their families.

2) Threat of Substitution

It is possible that grantmakers will switch to competitors in the business.

This can be definitely seen in analyzing boarding schools because instead of

adding additional work and assistance like Homeworks, boarding schools will

have a completely different base education and can eliminate the problem of

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receiving a poor education through public school systems. This a huge threat to

Homeworks but it is important to recognize that Homeworks additionally brings

benefits like family time as well as the ability to experience public school and an

everyday routine within the community.

3) Bargaining Power of Grantmakers (Buyers)

The mission of Homeworks is to provide a collaborative and enhanced

learning program for young women in Trenton. This is a mission shared by

boarding schools and other after-school programs. Grantmakers should know

when “buying into” Homeworks they are allowing the students to experience

public school, enhance their skills in a variety of wholesome ways, as well as in

an organization that is no-cost to the students and provides them with a close-knit

family environment. Grantmakers are investing in creating a positive environment

for all the scholars that are a part of it.

4) Bargaining Power of Service Providers (Suppliers)

Providers play a key role in upholding the high level of Homeworks. It is

important because its programs must be proven to be effective and influential in

order to justify the program in addition to the public school experience. It is

essential that the trainings that the scholars receive are the best becaus it greatly

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influences the organization's power in recruitment and getting donors to be

interested in the effectiveness of their organization.

5) Competitive Rivalry Intensity

In the Trenton area, we have already identified several different

competitors throughout the area that act as major rivals for Homeworks. Trenton

does have a large amount of programs that pose as rivals to Homeworks, but

Homeworks is a different program from them all. It is not a boarding school, and

it is not an after-school program. Homeworks is a blended learning experience

that allows students to experience public school, academic enrichment activities,

after-school type programs, and boarding. This blended experience is the only one

in the Trenton area currently, and it something different than the others which

gives it huge market power.

V. Target Audience

A. Primary: After School Students

HomeWorks’ target audience is high school aged females currently living within

the city of Trenton. The program seeks dedicated young ladies that successfully meet

academic criteria and genuinely wants to improve. These are young females that

showcase a sense of maturity and ambition towards their future. The structure of the

program allows for the young ladies to improve not only themselves but their personal

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relationships. In which, every participant must have a parent or guardian involved during

the selection process and continue a relationship. Despite the scholar's personal

circumstances, HomeWorks is dedicated to bridging the gap and providing the tools for a

successful future.

B. Secondary: Day Students

While the core of our program is after-school boarding, we plan to also accept day

students from Trenton Public Middle Schools who will come twice per week for a few hours for

academic support. In addition to providing us with additional funding, this approach will allow

us to reach a wider proposition of the community through educational support. Day students will

have access to the same level of academic support (career prep, college counseling, etc.) as the

boarding students.

VI. Plan Objectives

A. Fundraising

a. Open House: During the fall, an Open House may be an effective way to bring in

serious donors who are interested in seeing how HomeWorks operates and the

effectiveness in the program. However, with the issue of confidentiality of the

location of the home and privacy of the girls, it may be more effective to host a

donors event at a different location where donors would have the opportunity to

meet the girls without entering the home. In this meeting, donors can learn from

the girls as well as ask question involving the activities and learning enrichment

opportunities they take part in throughout the day. This can be hosted at a

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restaurant where donors are invited to dine and talk with some appetizers, or a

coffee house event to provide a safer setting.

b. Campus Town Fundraisers Series: On April 26th - 28th campus town restaurants

at The College of New Jersey hosted fundraisers in order to build awareness and

raise monetary funds for HomeWorks. Though the fundraiser was not overall a

large success, it was able to effectively raise awareness for HomeWorks amongst

The College of New Jersey’s campus.

B. Raising Awareness

a. Three Part Trenton Daily Series: These three part newspaper op-eds are essential

in gaining awareness for HomeWorks. The series is designed to inform the reader

about HomeWorks and educate them of the benefits of the program and what

problems it helps solve within the Trenton community. Additionally, the series

helps readers understand the impact the program has on the girls and their

families. It was also to include a call-out to donors to gain more financial

assistance in order for the program to run smoothly.

VII. Strategies

A. Digital Promotion a. Post on social media (i.e. Facebook, Twitter, and Instagram) b. Can also be used to help promote events and fundraisers c. On instagram for example, we can do profiles of some of the girls and have the

explain what the program means to them, in a way to get outside viewers more knowledge of the mission and why it is so important

B. Event Promotion a. Fundraisers such as a 5K, career day, or events held in TCNJ Campus Town (i.e.

Frutta Bowls, Panera, Empower Yoga, etc.)

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b. Though the 5K would likely bring more attention it is costly and time consuming c. An event such as a Dine 2 Donate (in which restaurants give a percentage of the

proceeds to the charity) holds the potential to receive definite donations without much cost.

C. Opinion Leaders Leverage the needs of other organizations in the area that have influence to get attention. For example, TrentonDaily is a publication that only writes about positive stories in Trenton, and they are always looking for content to cover. An up-and-coming nonprofit with groundbreaking potential like HomeWorks would be a great story for an Op-Ed or series of Op-Eds in TrentonDaily.

D. Partnerships Opportunity to partner with businesses within the Trenton community or even those who resonate with the mission and are willing to help promote and fund certain projects. It is critical to build partnerships that can sustain a consistent level of funding.

VIII. Tactics A. Digital Promotion

● Leverage social media to attract young people in the local and TCNJ communities to get involved through donations or volunteering. Regular posting online, as well as Sponsored Ads on Facebook and Instagram, would get HomeWorks social media significantly more attention.

B. Event Promotion ● Post flyers for fundraisers on social media and share it with groups in the college

community to raise awareness for the cause. ● Hand out flyers on campus and in the campus town area.

C. Opinion Leaders ● Draft Op-Eds and pitch them to TrentonDaily including information on Natalie

Tung’s personal story, the personal stories of growth from the girls, and the need for more funds to expand the program.

D. Partnerships ● Continue to strengthen the relationships HomeWorks has with its current partners,

such as the Shiloh Community Development Corporation. Use those partnerships

to expand professional network and gain more partners, especially grant-making

institutions and wealthy donors.

IX. Schedule

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It is critical to focus on the timing in which we plan to share our digital tools, events,

Op-Eds, and partnerships. First and foremost, with the installation of the new web page, it is

critical we begin with kickstarting social media presence. We must create an instagram, create a

Facebook group for our event inviting people to come learn more about HomeWorks, and

building a presence on other locations such as twitter, and LinkedIn. The LinkedIn will

specifically assist in building the presence in a professional atmosphere, and the content that is

posted may be different and have a more professional undertone compared to the other

platforms. It is critical that our social media is up to date so that we can begin to kickstart

promotions of fundraising and attracting events.

Additionally, after our platforms are established, we must create ways to attain public

attention and gain donors. This can be created through the creation of op-eds in publications, as

well as through fundraising events designed to build brand recognition. Some fundraisers may

not be the most lucrative, but are critical in introducing the organization into different networks.

During the summer leading up to Fall 2019, it is critical to finalize funding for the next

academic year. Funding should be secure and donors should be approved so that the academic

term is prepared to run when the fall begins. During the fall semester, an open house event for

donors or an event attracting donors should be in place in order to begin the process of attaining

new donors for the next year and building a consistent base.

Throughout the year HomeWorks should be advertising their brand consistently and

making sure to gain certain levels of exposure and funding on a monthly basis. A blog may also

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be a useful tactic in building viewership and allowing donors to keep up with the progress of

HomeWorks and what the girls are learning.

X. Measurement & Monitoring

The most critical component that HomeWorks must focus on is attracting consistent

donors to contribute to benefiting the program. The most effective way to measure whether

HomeWorks will meet fundraising goals would be to create monthly goals for the amount of

money that we seek to raise by the end of the month. It is critical to monitor at all times the

money that is coming in and seeking out donors that could provide consistent funding. Each

calendar year the goal must be set so that HomeWorks can effectively use advertising strategies

to gain momentum from donors. Additionally, it is absolutely critical that HomeWorks is seeking

consistent donors who will donate each year so that we can have a base of funds we expect

before each academic term. Thus, monitoring HomeWorks advertising and outreach per month is

critical through social media platforms and other areas in which HomeWorks can gain public

attention. Data can be collected on the viewership of HomeWorks site as well as through social

media platforms. Additionally, data should be recorded from donors to track and make sure we

are keeping funding each year.

Additional to building donorship at HomeWorks, HomeWorks could measure student

success by beginning to analyze their performance within the classroom. This can be measured

by comparing report cards previous to HomeWorks and afterward, as well as allowing the

scholars to take part in a pre and post exam involving things such as literacy and math

proficiency. Finally, to track scholar progress in a less qualitative way, weekly reflections by the

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scholars to help analyze their progress and emotions throughout the program could be effective

in recognizing differences in attitude and mentality.

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