Boys and Girls Club of the Tennessee Valley 2005 Marketing Plan By Tammie Gentry for PADM 7040 Dr. Gerald Merwin

1. Boys and Girls Clubof the Tennessee Valley2005 Marketing PlanByTammie GentryforPADM 7040Dr. Gerald Merwin

2. Mission • “To inspire and enable young people, especially those from disadvantaged circumstances, to realize their full potential as productive, responsible and caring citizens.” BGCA

3. 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

4. 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

5. Vision • Recognized as leader among service agencies in East Tennessee area • Recognized as most effective youth development organization in its program delivery • Ability to reach, serve, and make a difference in the lives of children BGCTV 2003-2005 Strategic Plan

6. Accomplished By • Total quality services to youth members and their families • Well-trained and dedicated staff • Strong, active and influential Board of Directors • Fiscal Soundness • Growth in number of sites and youth served BGCTV 2003-2005 Strategic Plan

7. Focus • Disadvantaged Youth • Teen Services • Gender Inclusion • Family Involvement • Programming BGCTV 2003-2005 Strategic Plan

8. 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

9. 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

10. Objectives • Meet 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

11. 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

12. Objectives Continued • Use the Annual Timeline of Activities to establish a monthly plan to contact media, donors, and potential donors BGCTV 2005 Marketing Plan

13. Promoting the Plan • Multifaceted approach • Target diverse groups • Varied strategies • Communication strategies must reflect marketing objectives and intended results BGCTV 2005 Marketing Plan

14. Parents Board Members Volunteers Media Potential Donors Sponsors Contributors Civic Clubs BGCTV 2005 Marketing Plan Alumni United Way Government Teachers School Officials Foundations Collaborative Agencies Targets

15. Newsletter 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 Advertisements BGCTV 2005 Marketing Plan Strategies

16. Special 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 Media Opportunities

17. 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

18. Obstacles • Budget Restraints • Lack of funds for high quality marketing materials and updating software • Transportation Costs (gas prices) • Rapid Growth • No funding required beyond start-up costs for new facilities Staff Interview

19. Weaknesses • Lack 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 planning Staff Interview

20. Strengths • Strong leadership • Administration who believes in purpose • Programming with youth • Opportunities offered to youth • Caring adults • Safe environment Staff Interview

21. 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

22. 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