The Salvation Army Case Study

MKTG 397-001
Prof. Jackson
By:
Allison Caister
Alison Jarabeck
Taylor Smith
Natalie Stigers
Jared Zandstra

EXECUTIVE SUMMARY
While The Salvation Army worldwide is well known, the Big Rapids corps has
room to grow through a revised approach to marketing. The Red Kettle fundraiser and
bill payment assistance program are successful, however, supplemental programs are
lacking in support. Key problems are public awareness, knowledge of programs, and
insufficient promotion of events.
To help The Salvation Army of Big Rapids team improve their visibility and
relevance among the Big Rapids community, a comprehensive marketing plan has been
built from secondary research and professional consultation.
Key Research Findings
The Salvation Army of Big Rapids needs to embrace marketing and use it to its
full potential.
Big Rapids and the surrounding community members do not know that The
Salvation Army exists.
Of those community members, those who need the services do not know they
exist.
Marketing Recommendations
Take full advantage of the marketing channels available in the Big Rapids area.
Such as traditional, digital and word-of-mouth.
Enhance the on premise signage, which would increase visibility.
Increase the use of social media to promote programs and events.
Implement the use of an intern. This intern can be used to manage social media
sites as well as public relations, creating fliers and managing the website.
In conclusion, The Salvation Army of Big Rapids has the foundation to be
successful. However, current communication platforms have not been utilized to their
fullest potential. The adoption of these marketing recommendations would increase the
awareness of The Salvation Army of Big Rapids and participation in programs.

TABLE OF CONTENTS
Situational Analysis............ 5
Marketing Objectives.... 16
Overall Marketing Strategy...... 16
Marketing Tactic........ 17
Communication Tactics 17
Program Goals.......... 21
Individual Recommended Strategies............................................................................. 21
Monitoring Progress & Evaluating Implementation........................................................ 28
Citations......................................................................................................................... 29

SITUATIONAL ANALYSIS
Context/Environmental Analysis
Economic
The following data is going to show a lot of similarities. All four counties have a
considerably low average household income compared to the Michigan average. Also,
all counties have a higher percentage of their population below the poverty level
compared to the state average. These are sad statistics, but prove that these counties
should be benefiting from services that The Salvation Army provides. Statistics also
show that these counties are taking advantage different forms of state assistance like
Food Stamps and SNAP benefits. The average use of these benefits per county is all
higher than the state average. This should be a positive for The Salvation Army
because it shows that maybe the people in these counties are not afraid to accept
outside help.
Mecosta County
2014 Population: 43,108
Median household income:
Mean household income:
Average poverty level:
Population below poverty level:
Population in labor force:
Population unemployed:
Population with Food Stamp/SNAP benefits:
Population with Social Security income:
Population with retirement income:

$39,470 (MI AVG: $48,411)

$50,905 (MI AVG: $64,753)
$19,382
23.2% (MI AVG: 16.8%)
56.4% (MI AVG: 61.8%)
8.7% (MI AVG: 7.8%)
19.5% (MI AVG: 16.7%)
36.3% (MI AVG: 32.3%)
26.5% (MI AVG: 22.7%)

Osceola County
2014 Population: 23,404
Median household income:
Mean household income:
Average poverty level:
Population below poverty level:
Population in labor force:
Population unemployed:
Population with Food Stamp/SNAP benefits:
Population with Social Security income:
Population with retirement income:

$37,788
$46,085
$19,549.20
23.88%
54.2%
7%
21.2%
39.5%
25.9%

Lake County
2014 Population: 11,386
Median household income:
Mean household income:
Average poverty level:
Population below poverty level:
Population in labor force:
Population unemployed:
Population with Food Stamp/SNAP benefits:
Population with Social Security income:
Population with retirement income:

$29,379
$38,197
$20,048.80
34.3%
38.6%
6%
25.9%
54.1%
29.1%

Newaygo County
2014 Population: 48,280
Median household income:
Mean household income:
Average poverty level:
Population below poverty level:
Population in labor force:
Population unemployed:
Population with Food Stamp/SNAP benefits:
Population with Social Security income:
Population with retirement income:

$42,511
$53,398
$19,840.40
21.8%
56.5%
8.1%
21.8%
39%
23.5%

Education
The education systems in these four counties are struggling compared to the
state average. Each county excels at some facets of the education system, but each
county also has weaknesses that need help. The following table will show that the
population of all the counties lacks a college experience and fall way below the
Michigan average. They have exceptional high school graduate rates, but the
percentages really drop off after high school. The goal is to use the data to get every
county to meet, or exceed the Michigan state average in these categories.

Education
Level
Completed

Mecosta
County

Osceola
County

Lake
County

Newaygo
County

Michigan
Average

Less Than
9th Grade

2.7%

4.4%

6.9%

4.0%

3.4%

9th-12th
grade

7.5%

8.7%

12.7%

10.1%

7.7%

High school
Graduate

36.4%

44.1%

41.1%

41.2%

30.4%

Some
College (No
Degree)

23.5%

22.0%

24.9%

23.8%

24.0%

Associate
Degree

8.3%

8.2%

6.0%

8.1%

8.6%

Bachelor
Degree

13.1%

8.6%

5.2%

8.4%

15.9%

Graduate
Degree

8.5%

4.0%

3.2%

4.5%

10.0%

High School
Graduate or
Higher

89.8%

86.9%

80.3%

85.9%

88.9%

Bachelor
Degree or
Higher

21.6%

12.6%

8.4%

12.9%

25.9%

Table 1: Percentage of Population Education Level by County

Technology
Mecosta County
The best county when it comes to internet and computer availability is Mecosta
County. Almost 100% of the county population has access to multiple providers and
mobile services. There are eight public computer centers that have 10,973 computer
hours available to the public weekly. This is the most of the four counties. Mecosta
provides courses to improve digital literacy and assistance with internet navigation for
learning, job searches, etc.
Osceola County
Osceola also has a wide range of access to the internet for the countys
population. They have a 99% reach, but only 65.82% have access to more than one
provider. This is considerably lower than Mecosta and Newaygo County. Osceola
County has five public computer centers that provide 1,173 available computer hours
each week for public use. There are not any programs provided to improve digital
literacy, but there are multiple places that provide help for internet navigation.
Lake County
No statistics were able to be uncovered for Lake County. There have been
papers and articles written about the lack of internet availability in Lake County,
however. Research for the other three counties gave information on what was being
done to improve the availability of internet access where Lake County provides no
information on how this can be improved.
Newaygo County
Newaygo County gives plenty of opportunities for internet access. 99% of their
population has access to internet. 95.43% have the option of different service providers
also. Newaygo County even exceeds the reach of Mecosta County with 98.57% having
access to mobile. Many different places offer programs to improve digital literacy and
classes to teach advanced computer techniques. Newaygo has five public computer
centers that are always open to the public.
Socio-Cultural
All four counties are primarily Caucasian, but seem to vary in just about every
other category. Each county present its own challenge and we will not penetrate two
counties the same way. Lake County is significantly smaller than the other counties and
has a drastically higher median age than the other three at over 50 years old. The data
will show differences in the counties and will assist in creating a focus for each county.

Cultural
Statistic

Mecosta
County

Osceola
County

Lake
County

Newaygo
County

Michigan
Average

Total Population

43,108

23,404

11,386

48,280

9,909,877

Total
Households

15,536

8,987

4,096

18,156

3,823,280

Total Family
Households

10,126

6,324

2,494

12,861

2,510,493

Total NonFamily
Households

5,410

2,663

1,602

5,295

1,312,337

Average
occupants per
household

2.83

2.87

3.23

2.94

2.86

Married Males

47.1%

50.5%

43.8%

55.4%

50.5%

Males never
married

41.4%

35.1%

28.9%

27.2%

35.1%

Married Females 45.9%

47.3%

42.7%

55.6%

47.3%

Females never
married

33.3%

29.0%

20.5%

20.5%

29.0%

Median Age

34.3

41.8

50.7

41.5

39.1

96.7%
Caucasian

87.3%
94.1%
Caucasian
Caucasian
8.7% African
American

Primary Ethnicity 93.4%

Caucasian

79.3%
Caucasian
14% African
American

Table 2: Key Demographic Figures by County

Industry Analysis
According the National Center for Charitable Statistics (NCCS), there are over
1.5 million nonprofit organizations. Not-for-profit, or simply nonprofit, are those
organizations who conduct business for the benefit of the general public. They have no
shareholders and do not make decisions based on gaining revenues. Nonprofits can
come in the form of corporations, individual enterprises, unincorporated associations,
partnerships, foundations, or condominium. No matter what type the non-profit is, the
main mission must be to fulfill domestic needs.
There is a broad range of non-profit categories,
Animal conservation organizations
Religious
Educational
Health
Political organizations
Social and human services
International non-government organizations
Environmental
Arts and culture
The tax code allowing them to take the title of nonprofit is 501(c)(3) and also
grants them their tax-exempt status by the Internal Revenue Service. However,
nonprofits must receive funding in order to operate. The following charts show the areas
in which revenue is raised. According to Investopedia, ...donations to a nonprofit
organization are often tax deductible to the individuals and businesses making the
contributions.

Source: NCCS Core Files, 2012

Source: The Foundation Center,

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A key component to the success of nonprofits is volunteerism. NCCS states that

...approximately 25.4% of Americans over the age of 16 volunteered through or for an
organization between September 2009 and September 2013 The category of
nonprofits with the most volunteer base is religious organizations. Volunteers play a
large role in the operations of a nonprofit. From planning or taking-part in giving back
activities to serving on a nonprofits board of directors.
Company Analysis
The Salvation Army
The Salvation Army was founded by a Methodist minister William Booth in 1865
in London, England. Which is where the International Headquarters is located. The
Salvation Army was originally called East London Christian Mission then changed to
The Salvation Army in 1878. He started The Salvation Army with the philosophy soup,
soap, and salvation. He thought you couldnt preach to people when their physical
needs like warmth, nourishment, and safety are not met. The Salvation Army operates
in 126 countries and has services in 175 different languages.
The United States is divided into four territories Central, Eastern, Southern, and
Western. Each territory has its own headquarters. Des Plaines, Illinois, West Nyack,
New York, Atlanta, Georgia, and Long Beach, California. The national headquarters is
located in Alexandria, Virginia, which is responsible for coordinating activities in the
country and maintaining national relationships and partnerships. Each territory has
smaller units called divisions. There are 40 divisions in the US. These are headed by a
Divisional Commander and they consist of a cops center for worship and service. There
are approximately 450,00 soldiers a part of many corps within the US. Some have
multiple facilities including gymnasiums to daycare to senior centers. Some have Adult
Rehabilitation Centers to assist in drug and alcohol rehabilitation treatment. Officers are
the clergy of The Salvation Army. These officers have two years of training and are
given rank as lieutenants, ordained ministers, and assigned active duty.
The Salvation Armys shield is to represent human services work of the
organization, which arrived in 1896. The shield, tells of a fight on a spiritual battlefield
which must last as long as life itself and that God in Christ is a shield to protect and
save us to the uttermost. In 2006, The Salvation Army created the brand Doing The
Most Good. It is a promise that the organization makes to its contributors, clients
associates, officer, and employees. 83 cents of every dollar donated is directly allocated
to service that assist people in need. In 2014, The Salvation Army helped approximately
30 million people.

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The Salvation Army- Big Rapids

The Big Rapids location is very young compared to other locations. The location
was established 17-18 years ago. The Corps officers are Lt. Chris and Brianne Karlin.
Chris Valette is the marketing director. Alongside of them there are eight advisors on
the board. This core location assists four counties that include, Mecosta, Lake, Osceola,
and Newaygo. No one has to leave his or her county to get assistance.
Services offered here are
Christian Education
Disaster Services
Emergency Financial Assistance
Food & Nutrition and Food & Nutrition Programs
Men and Womens Ministries
Seasonal Services
Transitional Housing
Visitation Services
Womens Ministries
Worship Services - Childrens/Teen, Church, and Sunday School
Local events include
GROW: Youth Programs
Summer Camp
Talking Donkey Cafe
Budgeting Class
Rummage Sale
Annual Dinner
Nationwide events
Red Kettle
Angel Tree

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Competitor Analysis
Throughout the service area of The Salvation Army of Big Rapids (including
Mecosta, Newaygo, Osceola, and Lake County), there are many prominent non-profit
organizations that make up the competitive landscape. These nonprofits come in
several forms and with various missions, some very similar to The Big Rapids Salvation
Army. However, even nonprofit organizations with services of a completely different
nature than The Salvation Army are still considered competition. These programs take
potential volunteers, as well as donated funds that could significantly help The Big
Rapids Salvation Army. Some of these nonprofits are specific in who their services are
for, for example, some of the programs only service victims of domestic violence, while
others exclusively assist wounded veterans.
Primary Competitors
Project Starburst
Offers utility assistance, a food pantry, educational services, dental and optical
health programs.
Supplies families with school supplies, and food for the holidays.
Provided 30,480 meals to 762 people in February of 2015 in the counties of
Mecosta and Osceola.
True North Community Services
Assists low-income families and seniors through heat and energy assistance
programs, housing assistance with rent payments to prevent homelessness, or
secure housing for those in crisis.
Their childrens support services include the childrens Christmas program, coats
for kids, tools for school, and youth transitions programs.
Michigan Department of Human Services
Offers temporary heat and utilities assistance, relocation assistance for those
who are homeless or unable to pay their rent, child care subsidies, assistance
with food costs and medical expenses.
Available to eligible low-income families and individuals all over the state of
Michigan.
Operation First Response
Serves all branches of our nation's Wounded Heroes/Disabled Veterans and their
families. Services are provided from the onset of injuries or illness, throughout
their recovery period and along their journey from military life to the civilian world.
Financial aid varies as each case is based on individual needs ranging from rent,
utilities, vehicle payments, groceries, clothing, and travel expenses.

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Secondary Competitors
WISE
Provides 24-hour emergency shelter for individuals and families, legal assistance
to victims of domestic violence, support groups, childrens programs, domestic
abuse intervention programs for men, and a 24-hour crisis hotline.
In 2014, WISE housed over 160 adults, and over 100 children, as well as
provided safety, support and advocacy for over 300 non-residential victims. The
24-hour Crisis Line received over 1,200 calls.
Services offered in Mecosta, Osceola, and Newaygo County.
Michigan Works Big Rapids
The Workforce Service Center helps Mecosta citizens to find work in any County
within the State of Michigan.
The Workforce Service Center is where everything is in one place: job seekers
go to find work, employers go to find workers, and service agencies are there to
help.
The services at Michigan Works are completely free.
Local Food Pantries
There are many food pantries in the four counties that The Big Rapids Salvation
Army services
Most of which are connected in some way to a religious organization.
These local pantries serve thousands of residents a month.
Ferris State University on campus RSOs
Some of the registered student organizations on Ferris State Universitys campus
are part of nonprofit organizations.
o For example, the RSO Colleges Against Cancer, a direct affiliate with the
American Cancer Society, raised over $40,000 during Relay for Life in
2015.

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SWOT Analysis
Strengths
Name recognition
Christmas Bell ringing
Rent assistance
Emergency utility, transportation, disaster
services
Pantry referrals
Next to college campus
Volunteerism

Weaknesses
Negative cost connotation
Little awareness from
College students
High school students
General, Big Rapids population
Location of building
Religious background hinders ability to gain
funding
Religious background must be carefully
advertised in U.S.

Opportunities
Update to website design and information
Reach to college students
Acquire a marketing intern
Max out the summer camp
Increase the size of the Grow After School
program
High amount of people in need of some
assistance

Threats
Competition
Continuous irresponsible beneficiaries
Stigma surrounding The Salvation Armyit isnt seen as a cool place to be

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MARKETING OBJECTIVES
Increase awareness of The Salvation Army of Big Rapids programs
Solidify foundation within Mecosta County
Strengthen and gain new relationships with complementary non-profits within
Mecosta County
Maintain volunteerism

OVERALL MARKETING STRATEGY

With awareness levels of the non-profit and engagement amongst the youth low,
it is important to create a strategy that builds relationships and capitalize on the outlets
to which The Salvation Army of Big Rapids has access. This strategy will rejuvenate not
just the marketing portion of the organization but also the visibility of it within the
community. In a sense, the hope of this strategy is to turn water into wine.
To reach the strategic objectives, four programs have been chosen to implement
marketing practices. These programs were chosen because they provide the best
assistance to meet the needs of the community and truly exemplify the overall The
Salvation Army mission of Doing the most good. By using these programs targeted
towards different ages and family groups, the awareness of services The Salvation
Army of Big Rapids provides should increase. By reaching out to these segments,
catering of their needs can also be enhanced.
Furthermore, Partnerships with programs that display Christian based morals
and values should be targeted to increase relationships with organizations in Mecosta
County. Examples include His House Christian Fellowship, Big Brothers Big Sisters,
and Real Life Campus Ministries. Establishing partnerships with these groups creates a
win-win situation for each organization by providing more opportunities for volunteers,
fundraising, and positive recognition.
Maintaining the high numbers of volunteering hours by local community members
is key to this strategy. Without their support, The Salvation Army wouldnt accomplish
their organizational goals. They must also be mindful of these people in order to prolong
the thriving volunteerism. This can be achieved by using the database containing
information regarding their contact information as well as their interests.
The focus of the strategy will be based on spreading news about The Salvation
Army presence within Big Rapids. This is due to being the home base and should reflect
the strongest awareness. Once this is established, these tactics can be slowly utilized to
continue to help those in need within the other counties.

16

MARKETING TACTIC
Even though each recommended strategy to follow comes with its own
promotional aspects, is one segment that has the ability to enact marketing and
advertising tactics that will achieve the objectives for the overall marketing effort.
Intern
It is recommended that a Ferris State College of Business student be hired to
assist with the day-to-day marketing tasks. Students enrolled in College of Business
programs are required to complete internships before graduation. The Salvation Army of
Big Rapids would be an ideal location to gain internship experience because the close
proximity to campus would allow students to continue to take classes and not fall behind
in their major programs. The benefits of having an intern are assistance with completing
with projects and tasks, gain brand advocates, increase productivity, new ideas and
perspectives, supporting the local community, and technologically inclined favoring
social media. The intern could help manage the social media sites, write press releases
for the Pioneer and Torch, and design flyers. They could also be the intermediary
between The Salvation Army and Ferris State to help get the word out about The
Salvation Army needs. Finally, the intern could help with the website; making sure it is
fully functioning and completely up to date.

COMMUNICATION TACTICS
Traditional
Pioneer
The Pioneer is a great resource to help get the word out about what The
Salvation Army is doing and they are always looking for things to fill their paper with.
This would include upcoming events, volunteer needs, and how the community can
help. The Pioneer can also be used to show how events went. For example, talk about
how much money was raised with the bell-ringing program during Christmas. Thank the
Big Rapids community for their help, this raises awareness, and helps bring to
community together. Make sure to include a picture with the articles in order to attract
readers.
The Torch
The Torch, which is very similar to the Pioneer, should be used to tell college
students about The Salvation Army of Big Rapids. College kids need volunteer hours for
their RSOs, honors program, sororities, etc. The Salvation Army can use The Torch to
let students know how they can help. The great thing about The Torch is that they are
always looking for things to put into their paper. This resource should be used to only
inform college students on how they can help.
17

Radio Stations
The use of radio stations will be for announcements of upcoming The Salvation
Army events. These announcements will encourage participation and donation from the
general public. Radio is a very powerful local source of advertising that people will
respond positively to if they hear advertisements about helping or donating to a cause
that benefits the community.
Flyers
Use flyers to hang up in public places to get the word about upcoming events.
Ask local businesses to hang them in their stores and restaurants, hang them up on
public bulletin boards around town, and put them around Ferris States campus. Use
pictures and short bulleted lists. This resource should be used to briefly inform the
public about what is going on.
Digital
Ferris TV
Ferris TV is a television station on Ferris State Universitys campus that is run by
students in the Television and Digital Media Production program. Ferris TV is always
looking for new subject matter for their programming as part of their course
assignments. For example, the Big Rapids Life segment allows students to see into
businesses within the Big Rapids community as well as discusses their services. This
would be a good way to promote The Salvation Armys opportunities for volunteerism
and The Talking Donkey.
Website
The Salvation Army of Big Rapids website is an important resource for getting
information to people of Big Rapids community. This website supplies resources for
donors as well as recipients of The Salvation Armys services. This is why it is
necessary to do a thorough check of all of the links provided on the website to ensure
they take users to their intended destination, as well as proofreading all copy on each
page. This will create a more user-friendly web experience for visitors to the site.
Facebook
The Salvation Army of Big Rapids Facebook page is a great way to communicate
with potential service recipients, volunteers, and donors. By regularly using Facebook
events and postings, The Salvation Army can reach their intended audiences quickly
and effectively. The Big Rapids Salvation Army Facebook page could be managed by
an intern the Ferris State University College of Business.

18

Twitter
Twitter should be used to inform people about upcoming events, their specific
dates and times. Twitter will also be used to share the national heartwarming stories
that The Salvation Army is a part of. Sharing these stories can motivate locals to want to
be a part of a similar story in their own hometown. The Big Rapids Salvation Army
twitter page could be managed by an intern.
Emailed Newsletters
Emailed newsletters are useful tools to communicate with recipients, volunteers,
and donors to the many activities occurring at The Salvation Army of Big Rapids. The
newsletter should also encourage attendance at events, donations to the various
programs, and volunteerism. Creating a template for these newsletters may be a helpful
way to standardize these messages.
Word-of-Mouth
Schools
Big Rapids Public Schools, Crossroads, and St. Marys Catholic School, to name
a few, each have the ability to facilitate the promotion of The Salvation Army of Big
Rapids. This would be through flyers within school offices and within take home folders.
Furthermore, coordinating volunteer opportunities school groups would be a great
opportunity not just for the students wishing to partake in community service but it is
also an opportunity to expose younger demographics to other events The Salvation
Army of Big Rapids sponsors.
Churches
This relates to strengthening partnerships with those organizations in the
community that have a religious foundation and assist those in need. There are many
churches within Big Rapids with which The Salvation Army of Big Rapids has the
capability to form relationships. Volunteers who are affiliated these churches have the
advantage of beginning that communication with leaders and congregations. For
example, a member of Trinity Fellowship could announce events at the end of the
sermon as well as contact the secretary to have an insert within the weekly bulletin.
Volunteers
Volunteers generally give up their time because they are passionate about whatever
they are volunteering for. Furthermore, because they are passionate about it they are
more likely to talk about it with their family and peers. These people should be
encouraged to be followers on Facebook and/or Twitter and a part of the email
newsletter-sending list. These tactics can be used to educate volunteers on upcoming
events and can be asked to share news about these events with others.
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On Premise Signage
Possibly the largest promotional weakness The Salvation Army of Big Rapids
currently has is their location within Big Rapids and the low visibility of their own
premise signage. It is important to have key visual objects in case one does not know
the buildings architecture or whereabouts. It is highly recommended to invest in
replacing the current sign with a larger one. Also, Elle Smith states in her article on
Chron, The graphic presentation of your business sign is both an important first
impression for new customers and a marketing tool that brands a consistent image into
the mind of your repeat customers. Finally, this new sign would assist with the visibility
of The Salvation Army of Big Rapids, drive traffic into the office, and could increase
participation in programs.

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PROGRAM GOALS

Increase youth campers to the Little Pine Island Summer Camp

Increase youth participation in the GROW after school program
Increase donations to Christmas fundraiser- Angel Tree
Increase young adult engagement at the Talking Donkey Cafe

INDIVIDUAL RECOMMENDED STRATEGIES

Angel Tree
For low-income families in the Mecosta County area with children who range in age
from birth to 12 years old, The Salvation Army Angel Tree is a program that provides
these families the ability to give their children gift for Christmas. Additionally, for upper
to middle class members of communities in the Mecosta County area, The Salvation
Army Angel Program provides an opportunity to help fulfill the Christmas wishes of
community children.
The Angel Tree Program provides Christmas presents to the children of lowincome families in Mecosta County. This program provides for the childrens wants and
needs as contributed by donors in the community.
Target Audiences
Participants
Low-income families with an annual household income of below $30,000, with
children who range in age from birth to 14 years old who are connected with The
Salvation Army or schools within Mecosta County.
Donors
Middle to upper class members of the Big Rapids community with an annual
household income of $60,000 and above, who are active in events in the area and are
interested in volunteerism and supporting charitable foundations financially.
Strategy
Price
For Participant families: Admitting that they have an inability to fulfill the
Christmas wishes of their children. Sacrificing their self-image as well as fear of
judgement from others.
Donors: Price of gifts for the children ($50-$75 on average per child) and
the time they spend shopping for their angel.

21

Place
The Angel Tree Program Angel Cards will be distributed at a variety of
locations. These locations will include local high traffic areas such as, Kilwans,
Rogers Jewelry, and Pattersons Flowers. Another way that Angel Cards will be
distributed is by having a The Salvation Army representative at holiday concerts
in the Big Rapids area including the Ferris State University choir and band
concerts in early December. In mid-December in an effort to distribute the
remaining Angel Cards at the holiday concerts at the Mecosta county public and
private schools as well as Christmas events at local churches.
Promotion
For participant families: The Angel Tree Program will be promoted by
asking recipients of The Salvation Army of Big Rapids services and the parents
of the children in The GROW Program if they would like to be a part of this
program. This service will also be promoted on The Salvation Army social media
pages. Also, to attract more families, flyers should be given out to parents at
school events in mid to late October and early November so families in need can
sign up for the program before the sign up dates.
For donors: The Angel Tree Program will be promoted alongside the Red
Kettle program including, radio, newspaper, and social media. Signs should also
be placed outside establishments that have Angel Trees. Additionally, beside
each of the Angel Tree, there should be a sign that lists the locations and of all of
the other Angel Trees.

22

GROW: Youth Programs

To families with young children, ages 5 to 12 years old, The Salvation Army of
Big Rapids GROW after school program provides your child life skills and Biblical
learnings that will allow personal and spiritual growth.
Grow: Youth Program is an after school program to leave positive social and
communication skill and decision making and life skills. A place to learn about
leadership and character. A Biblical worldview gives a sense of personal identity and
character. Developing of physical, mental, spiritual, and social Christian values and
Biblical principles. All in a safe environment for learning, developing, and caring that is
age appropriate and Christ centered. As noted, this is a combination of bible study and
girl/boy scouts. Students earn badges and do activities that help establish good
decision-making skills and family values.
Target Audience
1st-6th graders (5-12 years old) in the local Big Rapids area. It is open to anyone
and everyone. The Grow: Youth Program is catered to the individual age groups.
Strategy
Price
The Grow: Youth Program is free to the attendees as far as registration
costs go. The attendees are spending their time after school rather than
extracurricular activities. Otherwise The Salvation Army of Big Rapids is offering
volunteering time and if need be, for the attendees, transportation to and from the
program.
Place
Grow: Youth Program takes place on Wednesday afternoons at 4 pm
beginning in Mid-January and continuing until May. This all takes place at The
Salvation Army Corps of Big Rapids located at 325 Linden St. in Big Rapids, MI.
Promotion
Fliers should be placed at Big Rapids Public Schools as well as the other
local schools, Daycares and Great Start. For example, these fliers could be hung
up or distributed at these locations with details about the Grow Program. The
fliers can be taken home in Friday Folders.
Newspapers:
News releases to be printed in The Pioneer and The Torch explaining
detail about the Grow Program.

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Social Media:
Continuation of posting on Facebook and Twitter about the different
activities that the kids are involved in along with posting promotional items
throughout the marketing period. Marketing begins September - November 15th.
Additional Recommendations
After the kids graduate from the Grow: Youth Program there is no next step.
Implementing a youth group for those who need that continuation would benefit both
The Salvation Army of Big Rapids and the kids. This program could include, but not
limited to, solidifying leadership, communication, and life skills.

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Little Pine Island Summer Camp

Summer camp at Little Pine is The Salvation Armys effort to bring god into childrens
lives. Religion is used to educate, counsel, and inspire children to lead healthy lifestyles
physically, socially, and spiritually.
The following camps are suggested for The Salvation Army of Big Rapids to send
participants:
1. Youth Camp
2. Teen Camp
3. Music Conservatory
4. Music Camp
5. Sports Camp
Target Audience
Families already associated with The Salvation Army of Big Rapids
Targeting these families because it is important to fill the limited spaces
with children believed to be truly in need the help and would flourish from the
guidance they receive at camp.
Schools
Schools within Big Rapids should be targeted because they are the focal
point of the different summer camps. By targeting schools, are hoping to
participate in more camps throughout the summer. For example, Big Rapids
Public Schools are known for their interest and success in music and athletic
programs. These students would be ideal for the recommended music camps.
Strategy
Place
Little Pine Island Camp is located 45
minutes south of Big Rapids.

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Price
To hold the campers position, there should be a $20 per camper fee. $5
will be a refundable fee that is returned to the campers for use at the camp store.
Promotion
Using the clients of The Salvation Army of Big Rapids. Promoting through
E-mail, phone calls, and during meetings with The Salvation Army of Big Rapids
advisors. The Salvation Army of Big Rapids representatives will visit different
school functions, such as Band class, Gym class, band practices, and athletic
practices. This is where the benefits of the camp will be promoted and how the
kids can be guided through the improvement of their craft. Also, hand out fliers at
events. (Band Concerts, sporting events, etc.)
Additional Recommendation
In addition to the previous camps or as a replacement to a current summer
camp, it is suggested to create a Family Camp. The goal of this camp would be to show
families currently utilizing services from The Salvation Army of Big Rapids how God can
positively impact their family.
Benefits of this camp include
Creating a better environment
Learning new morals
Changing the family lifestyle through bonding and guidance as a family
Tactics of this camp include
Counseling
Games
Family-friendly challenges

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Talking Donkey Caf

The Salvation Army of Big Rapids Talking Donkey Cafe is designed for college and
high school students. The Talking Donkey provides a fun and safe environment for
young adults on Friday nights.
Target Audience
The Talking Donkey Caf should focuses on young adults composed of males
and females who are either in high school and or are college students. The Talking
Donkey Caf is in a perfect place because it is less than a mile from Ferris State and
Crossroads Charter Academy.
Strategy
Focus on reaching out through schools. Talk to Ferris and send an email blast
out to the students. Write an article for the Torch as well. For high school students, talk
to the school and get the parents on board with a safe, fun, friendly environment. Invite
those currently coming to the Talking Donkey to bring friends back.
Reach out to musician groups such as the Music Industry Management Association
(Ferris RSO). Request performers of genres in Christian Rock, Blue Grass, and/or
Country.

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MONITORING PROGRESS & EVALUATING IMPLEMENTATION

It is vitally important to understand whether the elements of the marketing strategy
recommendations are being successfully ran. The following evaluation criteria should be
used.
Performance Indicators
Essential performance indicators include
Client Growth
Donor Growth
Average Gift Size Growth
Online Gift Percentage
Fundraising ROI
Social Media Reach
Surveys
Surveys should be sent out to current volunteers, community members, and
prospective clients to be served. These surveys should be customized to understand
the wants, needs, and satisfaction levels of each group. The surveys could be
administered in several forms of questionnaires- online (email blasts and social media
shares), direct mail, and hard copy.
Targeted groups include
Volunteers
Ferris State University students
Big Rapids High School students
General Public within Mecosta County
Participants at events
The survey outline and format can be created by the marketing staff at The
Salvation Army of Big Rapids by utilizing SurveyMonkey. They could also become a
client of the Marketing Research class at Ferris State Universitys College of Business.
Students in this class create, publish, analyze, and present results to a client every fall
and spring semester. To use this resource, the contact is Dr. Donna Green, marketing
professor. It may be most advantageous to use the Ferris Fall semester class to keep
The Salvation Army of Big Rapids top of mind awareness during the fundraising
blackout during September and November.

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CITATIONS
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