FCS Makes It Happen  Hear All About It

FCS Makes It Happen Hear All About It PowerPoint PPT Presentation


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PRESENTATION OBJECTIVES. WHY: Recognize the need for actively marketing FCS programs in today's world WHAT/WHERE/WHEN/HOW: Define strategies to implement in creating a successful marketing plan for your FCCLA chapter and FCS programWHO: Learn about the importance of using targeted messages directed at various stakeholder groups.

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FCS Makes It Happen Hear All About It

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1. FCS Makes It Happen… Hear All About It! Billy Plastine New Jersey FCCLA Marketing Intern

2. PRESENTATION OBJECTIVES WHY: Recognize the need for actively marketing FCS programs in today’s world WHAT/WHERE/WHEN/HOW: Define strategies to implement in creating a successful marketing plan for your FCCLA chapter and FCS program WHO: Learn about the importance of using targeted messages directed at various stakeholder groups Billy Plastine, NJ FCCLA Marketing Intern

3. Recognize the need for actively marketing FCS programs in today’s world OBJECTIVE one Billy Plastine, NJ FCCLA Marketing Intern

4. “Selling” your FCS Program – Why? Why is it important to actively sell your FCS program to different stakeholders? Stakeholders need FCS as much as the FCS profession needs stakeholder support! With the current economic situation, school boards are looking to cut costs. If they see no value of FCS in the district, they will cut it! It’s vital to ensure that FCS remains on the forefront of stakeholder agendas Billy Plastine, NJ FCCLA Marketing Intern

5. “SELLING” YOUR FCS PROGRAM – WHY? Inform the general public of your program’s achievements! Recognition is brought back to students, department, school district, and YOU! Society will learn about the evolution of the FCS field and FCCLA in general Key decision makers will receive concrete evidence that FCS is crucial to a well-balanced, comprehensive education Billy Plastine, NJ FCCLA Marketing Intern

6. Define strategies to implement in creating a successful marketing plan for your FCCLA chapter & FCS program Objective two Billy Plastine, NJ FCCLA Marketing Intern

7. Steps to success Here are some steps to successfully marketing FCCLA and FCS in your school: Develop a marketing plan Identify key stakeholders Develop a marketing message Identify media sources & outlets Begin “selling” your FCS and FCCLA programs Evaluate success and identify your next steps Billy Plastine, NJ FCCLA Marketing Intern

8. 1. What is a marketing plan? In its simplest form, a marketing plan contains three basic parts: Evaluation of where you are now Explanation of where you want to go Goal-Setting & Planning on how you will get there. Billy Plastine, NJ FCCLA Marketing Intern

9. 1. A basic marketing plan EVALUATE where you are now Ex: only one full-time FCS faculty teaching five courses DETERMINE where you want to go Ex: increase enrollment in FCS courses PLAN how you will get there Ex: conduct info. sessions at Back To School Night, meet with guidance counselors to explain benefits of program for every type of student, and provide measurable results to administration to encourage increased budget support for new programs Billy Plastine, NJ FCCLA Marketing Intern

10. 2. Identify key stakeholders Key stakeholders are individuals or groups of individuals that play a significant role in influencing you and your FCS/FCCLA program Examples include: Parents/Guardians Students (current students, prospective students) Administration (principals, supervisors, guidance counselors) Government Officials Community Groups Colleagues & Other Faculty/Staff Billy Plastine, NJ FCCLA Marketing Intern

11. 3. DEVELOPING YOUR MARKETING MESSAGE For the general public, you want to identify a clear, consistent message Ex: FCS Mission (defined by AAFCS) Ex: FCCLA Tagline: “The Ultimate Leadership Experience” For stakeholder groups, you want to prepare specific talking points “Elevator Speeches” Commit facts, key points, and brief anecdotes to memory Use a “WIIFM-ed” concept to grab attention Billy Plastine, NJ FCCLA Marketing Intern

12. 3. Developing your marketing message Don’t reinvent the wheel when brainstorming for talking points! Translate what you already know about the value of your FCS & FCCLA program, including: Higher levels of thought in FCS coursework (not simply memorization, problem-solving, critical thinking, etc.) Applied academics in FCS Leadership training Preparation for the future Soft skills Life skills Billy Plastine, NJ FCCLA Marketing Intern

13. 4. Media Sources Use these sources primarily to send out your marketing message: School, local, and state newspapers Internet School district newsletters and website Cable TV (local programming) School bulletin boards and announcements Local advertising Billy Plastine, NJ FCCLA Marketing Intern

14. 4. Media Outlets Use these outlets primarily for selling your programs: PTA/PTSO/parent organizations FCCLA meetings and events Local and State BOE meetings Community service projects CTE competitions Back to School Night Parent/Teacher Conferences Billy Plastine, NJ FCCLA Marketing Intern

15. 5. Basics of relationship selling W.I.I.F.M. (What’s In It For Me?) Uncover a “need” for each specific stakeholder group so they recognize the importance of FCS Ex: Parents, your children need the life skills they will learn in a FCS class & in FCCLA when they are off on their own after graduation. Both will prepare them to balance their checkbooks, maintain a personal budget, prepare healthy food, manage their time, set goals, communicate effectively with others, etc . etc. Billy Plastine, NJ FCCLA Marketing Intern

16. 5. Basics of relationship selling Anticipate objections and prepare for them. Your ability to handle objections might make or break your argument. Example of handling an objection: Parent: My kid wants to be a mathematician when they grow up. FCS isn’t the elective for him. You: I understand your concern, but our Foods & Nutrition class encompasses several disciplines, including mathematics. From using appropriate measurements in foods lab to learning about portioning food, math is used on a daily basis in my classroom. Billy Plastine, NJ FCCLA Marketing Intern

17. Learn about the importance of using targeted messages directed at various stakeholder groups Objective three Billy Plastine, NJ FCCLA Marketing Intern

18. What is a market segment? Market segments break a population of people into smaller subgroups with similar characteristics Example: Population = ABC High School Segment A = students of ABC HS Segment B = faculty of ABC HS Segment C = administration of ABC HS Identifying market segments helps you cater your message and implement a more personal approach when delivering it Billy Plastine, NJ FCCLA Marketing Intern

19. Market segment: parents/guardians How can this segment help you? By encouraging their children to take FCS courses (which will populate your classrooms in turn). Networking with other parents to spread the benefits of FCS and FCCLA. Influencing administrators WIIFT? (What’s In It For Them?) the value of their child’s FCS education How do I reach them? PTSO meetings BOE meetings Back to School Nights & Parent Teacher Conferences Holding informal “Parents Meetings” for your chapter at night Billy Plastine, NJ FCCLA Marketing Intern

20. Market segment; administration How can this segment help you? By providing financial support for your FCS program and FCCLA chapter from the school budget. WIIFT? (What’s In It For Them?) Recognition for their school How do I reach them? The best way is through testimonies, e.g.: Have some chapter officers meet with them to discuss the activities of your FCCLA chapter and what they are learning in their FCS class. Encourage supportive parents to mention in in conversation with school administration. Billy Plastine, NJ FCCLA Marketing Intern

21. Market segment: students How can this segment help you? By enrolling in your classes, participating in FCCLA activities, and encouraging their friends to do the same WIIFT? (What’s In It For Them?) The value of being a member and FCS student (although, I know, it is hard to realize until you get to college); try using alumni testimonials or have them reflect on what it means to be an FCS student and FCCLA member How do I reach them? Their peers (greatest influencers) Parents Guidance Counselors Billy Plastine, NJ FCCLA Marketing Intern

22. Market segment: government officials How can this segment help you? By initiating or supporting legislation that includes FCS as a part of the graduation requirements in the state. By initiating or supporting legislation that continues federal Perkins funding, a major source of financial support from the government for FCCLA on the state and national levels. WIIFT? (What’s In It For Them?) Constituent support Strong, comprehensive education in their legislative district How do I reach them? NJ Board of Education Public Testimonies Local Board of Education meetings Testimonies provided by students, parents, administrators, etc. Billy Plastine, NJ FCCLA Marketing Intern

23. CASE STUDY: FCCLA Family, Career and Community Leaders of America (FCCLA) is a nonprofit national career and technical student organization for young men and women in Family and Consumer Sciences education in public and private school through grade 12. Everyone is part of a family, and FCCLA is the only national Career and Technical Student Organization with the family as its central focus. Since 1945, FCCLA members have been making a difference in their families, careers, and communities by addressing important personal, work, and societal issues through family and consumer sciences education. Billy Plastine, NJ FCCLA Marketing Intern

24. CASE STUDY: FCCLA FCCLA Marketing – Sample Inputs: National, state, and local publications Defined and communicated marketing plan Brand FCCLA Mission and Purposes Legislative visits Capitol Hill State government and agencies Local BOE meetings Billy Plastine, NJ FCCLA Marketing Intern

25. CASE STUDY: FCCLA FCCLA Marketing – Sample Outputs: Promotional material to illustrate and communicate the effect of the organization on schools, community, society as a whole, etc. Consistent message leading to greater awareness and recognition of the organization Assurance of wide-spread support for FCCLA funding; acquisition of volunteers, sponsors, partners, and donors Billy Plastine, NJ FCCLA Marketing Intern

26. FCS and FCCLA has helped millions of students throughout the United States! The world deserves to know this information! By applying effective and efficient marketing strategies, we can accomplish this mission, if we chose to accept it! Billy Plastine, NJ FCCLA Marketing Intern

27. QUESTIONS? Billy Plastine New Jersey FCCLA Marketing Intern [email protected] www.fcclanj.org Billy Plastine, NJ FCCLA Marketing Intern

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