empowerment center reno - marketing analysis & recommendations
DESCRIPTION
Marketing Plan Presentation from UNR's BADM 760 Marketing Management Class by Daniel Herr, Cory Bettinghouse, Gina Tadych, and Yuta Chu for the Launching Pad Empowerment Center in Reno, Nevada. Some of the fonts are distorted in this uploaded version.TRANSCRIPT
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The Empowerment Center“Providing Tools to Rebuild Lives”
Gena Tadych, Cory Bettinghouse, Daniel Herr & Yuta Chou
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Knowing the Working Tools
Gena Tadych
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Unique Market Position
Provides Post-substance Abuse Treatment (Aftercare):o Community Re-integration Serviceso Life Skills Trainingo 12 Step Programming and Meetingso Supportive Transitional Living/Halfway Houseo Length of Stay 90-730 days
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Vision
Goals for the Empowerment Center1. January 2012- “Become the only licensed Halfway
House in Northern Nevada”2. Integration of job skills into life skill training programs
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Competitors (Northern Nevada)
Ridge House Inco Focus on Criminal Justice client re-integrationo Sliding scale fees, grants, donated serviceso KAIROS Christian Ministry
Bristlecone Family Resourceo Primarily treatment center/detoxo Transitional living/housingo Grants provide 76% of operating revenueo Remaining from client fees, billing, donations/
sponsorships (Italian Feast, Junior League, Charles Schwab)
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Competitors (cont’d) Step 2
o Women & children, pregnant womeno Treatment, transitional living, case mgmto 66% Grants, 14% Program feeso 14% Fundraising (Home for the Holidays, Basque
festival, Golf Tournament)
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Organizations deemed not competitors:o Safe Harbor (private, un-licensed, no other information)o Vitality Living (Level I treatment for transitional living)o Hosanna Home (homeless women)o Casa de Vida (pregnant teens/young mothers)o Sagewind Sober Living (no longer in business)o Carson City Community Counseling Center(treatment &
short stay)o Re-Start Nevada (homeless; housing subsidies)
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Laying the foundation
Cory Bettinghouse
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Developing the Brand
Branding Slogan:
“The Empowerment Center of Northern Nevada;
Providing Tools to Rebuild Lives.”
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Brand Awareness
Website:• Chris Gandolfo, owner Clustr Media• Custom redesign = $2,500- $3,500• Ready made template design = $1,500• Suggestions from Clustr Media:
• Rearrange Content• Shorten Content• Call to Action• Personal Branding• Fix Broken Links
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Brand Awareness
Online Reputation Management:o Scott Rickens, owner Social Choruso What is Social Media?o Estimate = $2,500
• Initial set up of Facebook, Twitter, Youtube, Google +• Maintenance for 2 months
o Benefits• SEO optimization• High Google ranking• Easy to Find
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Using What We have
Daniel Herr
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The Visit
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Promotion & Brand Awareness
Currently Flying Below the Radar
Consistency with Common Message:
“The Empowerment Center of Northern Nevada; Providing Tools to Rebuild Lives”
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Existing Facilities
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The Plans
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The Kitchen
Wow! I gotta get one of these…
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Creative Fundraising The Resources
o Peopleo Storieso Facilities
The Goalo Long-term Donor Relationships
Local Chefs
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The Dinner Residents / Donor Interaction
o Inviting & Writingo Cooking or Servingo Presentingo Cleaning Up
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Promotion Strategy: Groups
Service Groupso People like to have friendso Dedicated to Serving the Communityo Established Financially & Socially
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Fine Tuning the Details
Yuta Chou
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Promotion Strategy: Presentations
Current Employees or Board Memberso Purposeo Historyo Vivid Vision
Graduates of the Programo Heart-Wrenching Stories
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Other considerations
Full Website Upgradeo Vivid Imageso Blog Entrieso Donations: Quick Pay (Paypal?)o Easy Directions
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Questions?
Gena, Cory, Dan, & Yuta