Boys and Girls Club of the Tennessee Valley 2005 Marketing Plan By Tammie Gentry for PADM 7040 Dr. Gerald Merwin

Mission “To inspire and enable young people, especially those from disadvantaged circumstances, to realize their full potential as productive, responsible and caring citizens.” BGCA

Overview “The Boys and Girls of the Tennessee Valley is the largest youth serving organization of its kind in the counties and communities in which it has a presence. These areas are Knox, Blount, Scott, and Loudon Counties.” BGCTV 2005 Marketing Plan

Overview Continued Position itself for significant growth Establish itself as regional service center Clubs located within 150 mile radius of Knox County Plan is specific to organization and not segmented by club or community Clubs to operate under umbrella BGCTV BGCTV 2005 Marketing Plan

Vision Recognized as leader among service agencies in East Tennessee area Recognized as most effective youth development organization in its program delivery Ability to reach, serve, and make a difference in the lives of children BGCTV Strategic Plan

Accomplished By Total quality services to youth members and their families Well-trained and dedicated staff Strong, active and influential Board of Directors Fiscal Soundness Growth in number of sites and youth served BGCTV Strategic Plan

Focus Disadvantaged Youth Teen Services Gender Inclusion Family Involvement Programming BGCTV Strategic Plan

Culture Social service culture Believe in purpose of mission in helping youth become productive citizens Lack the corporate nature of specific goals, planning and strategy for continuation

Goal Statement “The Boys and Girls Club of the Tennessee Valley will continually educate the community about the mission and programs of the organization, promoting visibility, importance of youth development and encouraging greater community participation.” BGCTV 2005 Marketing Plan

Objectives Meet the highest levels of stages of Organizational Effectiveness(SOE) at set forth by BGCA Establish procedures for obtaining information and media stories from Clubs for press releases, news letters, publications and special events coverage BGCTV 2005 Marketing Plan

Objectives Continued Thorough marketing efforts to educate and inform donors and potential donors of the ongoing needs of the organization Create awareness through programs and services highlighting accomplishments and positive outcomes directly attributed to member participation BGCTV 2005 Marketing Plan

Objectives Continued Use the Annual Timeline of Activities to establish a monthly plan to contact media, donors, and potential donors BGCTV 2005 Marketing Plan

Promoting the Plan Multifaceted approach Target diverse groups Varied strategies Communication strategies must reflect marketing objectives and intended results BGCTV 2005 Marketing Plan

Targets Parents Board Members Volunteers Media Potential Donors Sponsors Contributors Civic Clubs BGCTV 2005 Marketing Plan Alumni United Way Government Teachers School Officials Foundations Collaborative Agencies

Strategies Newsletter E-Newsletter Annual Report Video Presentation Board Dev. Sessions Annual Campaign Speaking Engagement United Way Campaign Special Events Point of Entry ASK Events Media/Community Appreciation PSAs Press Releases Billboards Coupons Advertisements BGCTV 2005 Marketing Plan

Media Opportunities Special Events Youth of the Year Fun Day Bicycle Safety Mini Olympics Fishing Rodeo Talent Shows BGCTV 2005 Marketing Plan Christmas Parties Applebee’s Pancake Breakfast Angel Tree Awards Capital Campaign Announcements Community Carnival

Funding Environment Other agencies compete for same monies Must venture for funds on local, state, and federal level Grants important source of funding, writers on staff

Obstacles Budget Restraints Lack of funds for high quality marketing materials and updating software Transportation Costs (gas prices) Rapid Growth No funding required beyond start-up costs for new facilities Staff Interview

Weaknesses Lack of clear strategic plan Rapid growth Fundraising (costs of special events) No plan for individual giving Impulsive ( act without full plan in place) No forecasting No number crunching No future planning Staff Interview

Strengths Strong leadership Administration who believes in purpose Programming with youth Opportunities offered to youth Caring adults Safe environment Staff Interview

Plans for Future Slow growth Plan marketing budget New levels of fundraising (bequests) Move towards strategic planning Review costs of growth and special events Plan for individual giving Require sustainability funds for new facilities

References Boys and Girls Club of Tennessee Valley, 2005 Marketing Plan Boys and Girls Club of Tennessee Valley, Strategic Plan Interview with staff, October 2005