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)