Boys and Girls Clubof the

Tennessee Valley

2005 Marketing PlanBy

Tammie Gentryfor

PADM 7040Dr. 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 areaRecognized as most effective youth development organization in its program deliveryAbility to reach, serve, and make a difference in the lives of children

BGCTV 2003-2005 Strategic Plan

Accomplished By

Total quality services to youth members and their familiesWell-trained and dedicated staffStrong, active and influential Board of DirectorsFiscal SoundnessGrowth in number of sites and youth served

BGCTV 2003-2005 Strategic Plan

Focus

Disadvantaged YouthTeen ServicesGender InclusionFamily InvolvementProgramming

BGCTV 2003-2005 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

ObjectivesMeet 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 approachTarget diverse groupsVaried strategiesCommunication strategies must reflect marketing objectives and intended results

BGCTV 2005 Marketing Plan

TargetsParents

Board Members

Volunteers

Media

Potential Donors

Sponsors

Contributors

Civic ClubsBGCTV 2005 Marketing Plan

Alumni

United Way

Government

Teachers

School Officials

Foundations

Collaborative Agencies

StrategiesNewsletter

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

AdvertisementsBGCTV 2005 Marketing Plan

Media OpportunitiesSpecial 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 RestraintsLack of funds for high quality marketing materials and updating softwareTransportation Costs (gas prices)Rapid GrowthNo funding required beyond start-up costs for new facilities

Staff Interview

WeaknessesLack 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 planningStaff Interview

Strengths

Strong leadershipAdministration who believes in purposeProgramming with youthOpportunities offered to youthCaring adultsSafe 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, 2003-2005 Strategic Plan

Interview with staff , October 2005