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Boys and Girls Clubof the
Tennessee Valley
2005 Marketing PlanBy
Tammie Gentryfor
PADM 7040Dr. Gerald Merwin
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Mission
“To inspire and enable young people, especially those from disadvantaged circumstances, to realize their full potential as productive, responsible and caring citizens.”
BGCA
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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
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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
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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
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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
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Focus
Disadvantaged YouthTeen ServicesGender InclusionFamily InvolvementProgramming
BGCTV 2003-2005 Strategic Plan
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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
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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
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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
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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
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Objectives Continued
Use the Annual Timeline of Activities to establish a monthly plan to contact media, donors, and potential donors
BGCTV 2005 Marketing Plan
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Promoting the Plan
Multifaceted approachTarget diverse groupsVaried strategiesCommunication strategies must reflect marketing objectives and intended results
BGCTV 2005 Marketing Plan
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TargetsParents
Board Members
Volunteers
Media
Potential Donors
Sponsors
Contributors
Civic ClubsBGCTV 2005 Marketing Plan
Alumni
United Way
Government
Teachers
School Officials
Foundations
Collaborative Agencies
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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
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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
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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
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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
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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
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Strengths
Strong leadershipAdministration who believes in purposeProgramming with youthOpportunities offered to youthCaring adultsSafe environment
Staff Interview
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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
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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