1. The Joseph Sam’s School CAMPAIGN MARKETING PLAN Target: Obtain Benefits for Teachers and Para pros Developed by Randy Gaddo PADM 7040 October 2005

2. Why This Campaign Is Needed Needed in Direct Support of Mission Needed in Direct Support of Mission –The Joseph Sams School is dedicated to the education and life skills development of children who are intellectually, physically or developmentally challenged. This mission requires exceptionally compassionate, motivated teachers, para pros This mission requires exceptionally compassionate, motivated teachers, para pros –Much on-the-job training invested in teachers/para pros –Students become emotionally attached to teachers/para pros, and vice-versa –Loss of trained teacher or para pro costly to school in terms of time, efficiency and student progress, new recruitment and hiring process, training

3. Why This Campaign Is Needed School Cannot Currently Offer Benefits School Cannot Currently Offer Benefits –Privately funded, receives no gov’t funding –This limits funding resources –Operates with “Just in Time” fundraising that only covers operations/maintenance costs In spite of passion for the job, teachers and para pros leave to find benefits In spite of passion for the job, teachers and para pros leave to find benefits Take corporate knowledge with them Take corporate knowledge with them

4. Campaign Focus, Approach Main focus of effort will be to identify new sources of funding not previously explored Main focus of effort will be to identify new sources of funding not previously explored Campaign will proceed separately from existing marketing/fund-raising efforts Campaign will proceed separately from existing marketing/fund-raising efforts –Existing efforts only address day to day operating and maintenance expenses New funding sources will become “target audience” for the campaign New funding sources will become “target audience” for the campaign

5. Campaign Focus, Approach Each Target Audience behavior will be studied per chapter 4, Adreason/Kotler Each Target Audience behavior will be studied per chapter 4, Adreason/Kotler BCOS Factors will be determined for each BCOS Factors will be determined for each –Benefits, costs, others, efficacy This will assist in determining which audiences we will actively pursue for this special purpose funding This will assist in determining which audiences we will actively pursue for this special purpose funding

6. Internalizing Marketing Plan Each associate of school is a stakeholder Each associate of school is a stakeholder –Executive staff –Administrative staff –Teachers and Para pros –Parents and family members –Students –Community supporters

7. Internalizing Marketing Plan Each stakeholder will be aware of campaign goals Each stakeholder will be aware of campaign goals –Each stakeholder will know their role in the campaign and will be prepared to contribute Stakeholders will be fully briefed on audiences we intend to pursue and why they were chosen Stakeholders will be fully briefed on audiences we intend to pursue and why they were chosen –Assume that audience will base a decision largely on how they perceive school’s unity of purpose –Important for each stakeholder to understand importance of their role in campaign

8. Campaign Execution Phase Sam’s School Executive Director will appoint a volunteer Campaign Manager Sam’s School Executive Director will appoint a volunteer Campaign Manager –Manager will operate under director’s guidance –This ensures that campaign stays in line with organization’s marketing strategy and guidelines –Also ensures that volunteer is seen as “part of the team” (per Ch. 8, Andreason/Kotler)

9. Campaign Execution Phase Marketing collateral materials will be developed to address these special audiences Marketing collateral materials will be developed to address these special audiences –Should be able to easily adapt existing materials –Tailor to reflect benefits to each potential resource Campaign Manager will establish initial contact, discussion with target audience representatives Campaign Manager will establish initial contact, discussion with target audience representatives –Make appointment for manager, executive director to visit audience location for discussions, deliver collateral material –If audience not local, arrange conference call, mail collateral material –Attempt to arrange audience rep visit to school Seek sponsors to provide in-kind assistance, i.e., airlines, car rentals, hotel accommodations, etc. Seek sponsors to provide in-kind assistance, i.e., airlines, car rentals, hotel accommodations, etc. –This also demonstrates community support

10. Post Campaign Follow Up Assuming we successfully secure funding: Assuming we successfully secure funding: –Establish formal recognition for contributor(s): Public recognition at annual fund raiser Public recognition at annual fund raiser Send news releases Send news releases Letters to all stakeholders Letters to all stakeholders –Recognize all directly involved in campaign –Arrange regular communication with contributor to assure them their contribution was a wise one

11. Post Campaign Follow Up Capitalize on contacts made during campaign Capitalize on contacts made during campaign –Those who didn’t contribute to this campaign may be able to assist in other ways –Contacts may open up other opportunities –Follow up demonstrates real partnership spirit