Marketing Plan Presentation

Jim Caufield, Rebecca Ralph, Samantha Thompson, Jamie M. Train

Group A
AET/552
August 31, 2015
Dr. Charity Jennings

Boys
& Girls Clubs of America
Introduction/Background
The following will provide a brief synopsis
pulled from the marketing plan that was
established for The Boys & Girls Clubs of
America. This information can be used for
quick reference for stakeholders or those
interested in gathering further information on
the marketing needs of the program.
Founded in 1860 as the Federated Boys
Clubs
Over 3.7 million children from ages 7-18
served every year
$118 million budget
Over 56,000 staff members
(Boys & Girls Clubs of America, 2013)

Contextual and environmental analysis

The organization has 1,100 member

organizations
The local organizations operate over
4,100 Club sites
There are 56,000 staff members in
these
organizations
The majority are part time workers
Each organization is autonomous

Program Objectives
Primary objective of program is to provide a program that
is a safe and a place to grow and learn.
Examples of goals:
1. To assure parents/guardians that their children will be in a
safe,
healthy environment where staff will strive to meet
emotional, social, andphysical needs.
2. To create a happy, warm and exciting environment that is
inviting,comfortable, flexible, and manageable for the
children.
3. To promote respect for self and others, while responsibilities
andsocial skills are both enhanced and encouraged. (Boys
& Girls Clubs of America, 2015)

Target Market
The target is to reach out to the chief
executive offers of each non-military
organization to encourage enrollment in
Spillett Leadership University
The goal is to get 80 percent of nonmilitary organizations to enroll their full
time staff in the University
By enrolling each organization will be
eligible to designate one of the their staff
as a Learning Coach

Creative Strategy
Because

a number of high school

students are in danger of dropping out
of school Boys & Girls Clubs of America
are in need of:
Effective leaders

To

market this, B&GC will use:

Social Media
You tube
TV Commercials
Personal Testimonials

Communication Technique
The

training will go through Spillett University:

Will have a new look by 2016
Make a video that will encourage enrollment
Published articles in the Connections magazine
Use of the organizations website
Executives attending regional conferences
Weekly emails will be sent
Learning programs will be eligible for discounts

BUDGET PLAN FOR 2015 TO 2017

Quarter Quart Quarte
One
er Two r Three

Quart
er
Four

After School
Programs

$50000

$25000

$25000

$10000
0

Summer
Programs

$0

$75000

$75000

$0

Special
Events

$50000

$50000

$50000

$50000

Faculty &
Staff

$45000

$50000

$50000

$45000

Transportati
on

$5000

$10000

$10000

$5000

Grants

$50000

$25000

$25000

$10000
0

$200000 $23500
0

$23500
0

$30000
0

Total

EVAULATION TECHNIQUES
Customer
Expansion

Response varies

Partner

success

Response on effectiveness

Conclusion
In this presentation the following was
covered:
Intro/Organization background
Contextual or environment analysis
Program objectives and Target market
Creative strategy
Communication tactics
Budget
Evaluation techniques

References
Boys & Girls Clubs of America. (2013). Autism and other staff training.
Retrieved from http://www.bgcorange.org/autism-other-staff-training/
Boys & Girls Clubs of America. (2014). National youth outcomes initiative
2014
outcomes report: from indicators to impact. Retrieved from
http://www.bgca.org/whoweare/Documents/2014_National_Outcomes_ReportFINAL.pdf
Boys & Girls Clubs of America. (2015). Goals and Objectives. Retrieved from
http://www.bgcworcester.org/childcare-summer-programs/school-agedchild-care/goals-objectives
Boys & Girls Clubs of America. (2015). Our facts and figures. Retrieved from
http://www.bgca.org/whoweare/Pages/FactsFigures.aspx
Morello, R. (2015). 7 Ways to Evaluate Your Marketing Plan.Chron, Retrieved
from
http://smallbusiness.chron.com/7-ways-evaluate-marketing-plan58331.html
Wikimedia commons. (2009, October 11) Boys & Girls Club Logo [Online
Image]. Retrieved from
https://commons.wikimedia.org/wiki/File:Boysgirlsclub.jpg