bridge to ability, inc. imc media plan
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Bridge to Ability, Inc.Tanisha Walker Sept. 29, 2013
Executive Summary
• Bridge to Ability, Inc. (“BTA”) is a non-profit private school that caters to special needs students.
• BTA is a one stop educational and therapeutic facility.
Situation Analysis
• Problem Statement/Primary Research
• - BTA is in direct competition with the public special needs school, Lake Hills Elementary (“LHE”).
• - LHE provides a variety of educational and therapeutic services in a 94,000 square feet facility, with approximately 180 special needs students (Lake Hills Elementary, online).
Situation Analysis, cont’d.• Organization Background
• - BTA is a non-profit organization established by Michelle Pols and Cheryl Baylis, who both taught at LHE.
• - Michelle Pols has worked in childcare for over 20 years and has taught children with varying disabilities for 7 years as a public school teacher.
• - Cheryl Baylis has worked as a public school teacher for 10 years teaching children with varying physical and cognitive disabilities. She is state certified in Exceptional Student Education.
Situation Analysis, cont’d.
• Communications Analysis
• - BTA opened its doors in October 2012 with 8 students.
• - In a year, the school’s enrollment has quadrupled.
• - Facebook account has 99 “Likes” to date.
• - They have a webpage.
• - They have a Twitter account with 6 followers.
Situation Analysis, cont’d.
• Current Situation
• - In its first year of operation the school has reached capacity.
• - They are accredited through the Department of Children and Families and the Early Learning Coalition.
• - They are approved to receive McKay Scholarship Funding and medicaid coverage for therapy services.
• - They have a wait-list for prospective students
• - PR campaign will target prospective donors and promote community understanding about special needs education.
Situation Analysis, cont’d.
• Preliminary Identification of Target Audience
• - The school relies on word-of-mouth to market its services.
• - The upcoming events will feature major sponsors like Advantage Chrysler Dodge, and members of the National Football League.
Marketing Objectives
• Target Market/Buyer Persona
• - The target market for this marketing campaign are local businesses and national corporations.
• - Current sponsors of other special needs and youth-oriented entities.
• - Donors that have the capability of donating at least $1,000.00
Creative Samples• Product and Features Description and Benefits - Open
House event.
• Unique Selling Proposition - An opportunity for local businesses to give back to the special needs community.
• Competition - LHE’s special needs program.
• Support Statement - We hope that you will lend a hand to us as we service our special needs community.
• Aesthetics/Feel/Tone - Bright colored and loving flyers with pictures and testimonials from students and families of BTA.
Media Schedule• October - Parent testimonial flyers
• November - Launch parent testimonials online
• December - Print parent testimonials
• January - Sponsor testimonials
• February - Student/parent blog page
• March - Target 100 Twitter followers
• April - Target 200 “Likes” and 100 “Shares” on Facebook
• May - Fundraising event
• June - Website advertising for school year
• July - Enrollment event
• August - Launch school year weekly newsletter
• September - Launch monthly report and advertising campaign
Budget
• Free Marketing - Facebook, Twitter, Website, Word of Mouth
• Cost Marketing - posters (20 @ $14.99), flyers (1,000 @ $104.98), brochures (500 @ $154.99), and flyers (500 @ $205.99)
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