Marketing Plan 101 Presented by: Kay Keenan Jammie O’Brien Melanie Pack

Nuts and Bolts for: Marketing Plan 101 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 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

For Example Only 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

For Example Only Current Situation: 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 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 et/SAFFPopulation?_sse=on et/SAFFPopulation?_sse=on

For Example Only BBBS 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

For Example Only Target Market Volunteers –Men ages –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

For Example Only 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

For Example Only 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!

For Example Only Messaging cont. 50 Word Version Big Brothers Big Sisters, the oldest, largest and most effective youth mentoring organization, serves more than 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.

For Example Only 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 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

For Example Only 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

For Example Only 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.Through public relations efforts B.Through community involvement on local boards/ initiatives C.Trough public appearances and public speaking engagements D.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 website B.Stay abreast of what’s available in branded materials 4.Establish/ enhance current communications to constituents A.Potential volunteers B.Current Bigs C.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)

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

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 We would like your permission to share your plans with other agencies so we all become stronger

Thank You