Marketing Plan 101

Presented by:Kay Keenan

Jammie O’BrienMelanie Pack

Nuts and Bolts for: Marketing Plan 101If 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

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

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yAgency 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

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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

Current Situation

Market Description

Market Description: – Geographic– Demographic http://

factfinder.census.gov/servlet/SAFFPopulation?_sse=on

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yBBBS Services

Our product is professionally supported One-to-One 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

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yTarget 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

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yCompetition—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

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yMessaging

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!

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yMessaging 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.

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yMessaging 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

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yAgency 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

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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 communityA. Through public relations effortsB. Through community involvement on local boards/ initiativesC. Trough public appearances and public speaking engagementsD. Leverage relationships with local media for public service announcements

3. Have a dynamic website and have “fresh” marketing collateral for volunteer recruitment

A. Create gender specific pages on the websiteB. Stay abreast of what’s available in branded materials

4. Establish/ enhance current communications to constituentsA. Potential volunteersB. Current BigsC. Current donors

Establishing Marketing and Communication Goals

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)

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Press Release f or

Week 3 of

Mentoring Month

Press Release f or

Week 4 of

Mentoring Month

I dentif y Big of

the Month f or

local paper

Confirm Speaking

at Caesar Rodney

Rotary Club

7 a.m. Caesar

Rodney Rotary

recognizing

Mentoring Month

Send out Press

Relase and photo

of Big/ Little of

the month

Staff display at

Home Show

donated by Home

Depot

Marketing

Committee

meeting to plan

3rd Quarter

Update Website

f or March Events

J anuary 2008 Mentoring Month

9 10 116 7

5

8

16 17 1813 14

12

15

23 24 2520 21

19

22

27 28

26

29

1 2 3 4

30 31

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