business development of rural providers corporate job development training is funded through...

Business Business Development of Development of Rural ProvidersRural Providers

Corporate Job Development Training is funded Corporate Job Development Training is funded through FSSA’s Medicaid Infrastructure Grant through FSSA’s Medicaid Infrastructure Grant

CFDA# 93768CFDA# 93768

INTRODUCTIONINTRODUCTION

Mary ZubekMary ZubekConsultantConsultant

CARF SurveyorCARF Surveyor

AUDIENCE AUDIENCE INTRODUCTIONINTRODUCTION

Agency NameAgency Name LocationLocation Size of CommunitySize of Community 2 Strengths2 Strengths

STRENGTHSSTRENGTHS

Identify 2 StrengthsIdentify 2 Strengths ExamplesExamples SuccessesSuccesses Number AffectedNumber Affected

SUCCESSESSUCCESSES

DescribeDescribe Those InvolvedThose Involved

CHALLENGESCHALLENGES

DescriptionDescription OvercomeOvercome ResultsResults

CHANGECHANGE

DifferencesDifferences The Way we do BusinessThe Way we do Business ExamplesExamples

NEW APPROACHESNEW APPROACHES

Change the way we do BusinessChange the way we do Business Maximizing ResourcesMaximizing Resources Advantages of a BAC (Business Advantages of a BAC (Business

Advisory Council)Advisory Council)

BUSINESS ADVISORY BUSINESS ADVISORY COUNCILCOUNCIL

Building Employer RelationshipsBuilding Employer Relationships Business Over BreakfastBusiness Over Breakfast Increase AwarenessIncrease Awareness SuccessesSuccesses Problems/ChallengesProblems/Challenges Trends for the FutureTrends for the Future Mission of Each BACMission of Each BAC

MISSION OF BACMISSION OF BAC Jobs through ReferralsJobs through Referrals Develop Marketing MaterialsDevelop Marketing Materials Open Doors in the CommunityOpen Doors in the Community Act as Mentors to Direct Service StaffAct as Mentors to Direct Service Staff ALL OF THE ABOVEALL OF THE ABOVE Define GoalsDefine Goals Members Reflect the Local CommunityMembers Reflect the Local Community 10 – 15 People10 – 15 People Develop Job DescriptionsDevelop Job Descriptions

NETWORKINGNETWORKING

Maximizing ResourcesMaximizing Resources Benefits of NetworkingBenefits of Networking Not Selling but EducatingNot Selling but Educating

SWOT ANALYSISSWOT ANALYSIS

Strengths (Position and Community)Strengths (Position and Community) Weaknesses (Community Weaknesses (Community

Awareness/Size of Market)Awareness/Size of Market) Opportunities (Improve Quality of Opportunities (Improve Quality of

Life for Consumers/Increase Agency Life for Consumers/Increase Agency Market Share)Market Share)

Threats (Competitor Threats (Competitor Programs/Increased Unemployment)Programs/Increased Unemployment)

COMPETIVE ANALYSISCOMPETIVE ANALYSIS

Pose as Potential CustomerPose as Potential Customer Do Not Appear too Knowledgeable Do Not Appear too Knowledgeable

STRATEGIESSTRATEGIES Make PresentationMake Presentation Host Chamber of Commerce EventsHost Chamber of Commerce Events Develop Long Term RelationshipsDevelop Long Term Relationships Everyone Does MarketingEveryone Does Marketing Free Advertising with Local Free Advertising with Local

Radio/NewspaperRadio/Newspaper Marketing Materials – “Did You Know…?”Marketing Materials – “Did You Know…?” Dynamic Sales Letter – First 2 Lines Must Dynamic Sales Letter – First 2 Lines Must

Grab the ReaderGrab the Reader Treat Everyone as a Potential Treat Everyone as a Potential

Referral/CustomerReferral/Customer

STRATEGIESSTRATEGIES(Continued)(Continued)

What Does the Market Need?What Does the Market Need? How Can we Meet that Need?How Can we Meet that Need? Talk Their LanguageTalk Their Language Track Your Calls/ContactsTrack Your Calls/Contacts Document EverythingDocument Everything Follow-Up SystemFollow-Up System Take DonutsTake Donuts Find a NICHEFind a NICHE Have a Marketing Plan/Action PlanHave a Marketing Plan/Action Plan

STRATEGIESSTRATEGIES(Continued)(Continued)

Contest with Staff to Contest with Staff to Increase/Promote and Encourage Increase/Promote and Encourage Referral ActivityReferral Activity

SMALL GROUP SMALL GROUP EXERCISEEXERCISE

What is the most important thing we What is the most important thing we are doing at this very minute given are doing at this very minute given what we are trying to achieve? what we are trying to achieve? Constantly reminding ourselves to Constantly reminding ourselves to focus, focus, focus.focus, focus, focus.

MARKETING PLANMARKETING PLAN

Sample –Sample –

Learning Division/Social Learning Division/Social Communication CenterCommunication Center

MARKETING (con’t)MARKETING (con’t)

I. Organizational MissionI. Organizational MissionA. State the mission of the programA. State the mission of the program

1. (Example) The Learning Division of the 1. (Example) The Learning Division of the Social Communication Center provides high Social Communication Center provides high quality tutoring and learning services at quality tutoring and learning services at affordable prices to students that have affordable prices to students that have learning and/or social challenges.learning and/or social challenges.


II. Organizational GoalsII. Organizational GoalsA. Marketing goals should include both A. Marketing goals should include both

services services marketing and “brand” marketing and “brand” marketingmarketing

B. Supports and is consistent with B. Supports and is consistent with organizational organizational missionmission

MARKETING (con’t)MARKETING (con’t)III. Situation AnalysisIII. Situation Analysis

A. External EnvironmentA. External Environment1.1. Macro Environment Macro Environment

a.a. Economic – is the economy good, bad, trending Economic – is the economy good, bad, trending up/down?up/down?

The climate is good for the learning services private The climate is good for the learning services private paypay clients as (organization) charges $15 less per hour clients as (organization) charges $15 less per hour than our than our

competitors.competitors.b.b. Social and Cultural - What would help or hurt your Social and Cultural - What would help or hurt your markets?markets?

With the diagnosis of autism becoming a pandemic With the diagnosis of autism becoming a pandemic there is a there is a

large growing underserved population.large growing underserved population.c.c. Legal and Political – Laws and regulations helping or Legal and Political – Laws and regulations helping or hurting your hurting your

organizationorganization


d.d. Decline in funding at local and state Decline in funding at local and state levellevel

e.e. Technological – What new services Technological – What new services or processes or processes

might affect you? might affect you?

Assess child’s needs with technologyAssess child’s needs with technology

Expanded technology Expanded technology capabilities/capacitycapabilities/capacity

Possible University Possible University studies/relationshipsstudies/relationships

2.2. Micro EnvironmentMicro Environmenta. Competitors – direct and indirecta. Competitors – direct and indirect

competitors, their strengths, and competitors, their strengths, and weaknessesweaknessesWin/win – some competitors are Win/win – some competitors are

welcoming ……in the market and are willing to share their knowledgewelcoming ……in the market and are willing to share their knowledgeSylvan provides very narrow instruction not allowing a child to use skills Sylvan provides very narrow instruction not allowing a child to use skills in other educational settingsin other educational settings

b. Differential Advantage – What do you have tht makes you etter b. Differential Advantage – What do you have tht makes you etter than competitors?than competitors?

Brand recognition and strengthBrand recognition and strengthSkilled formally trained instructorsSkilled formally trained instructorsComprehensive lower cost fee for serviceComprehensive lower cost fee for serviceExpertise in the fieldExpertise in the fieldHands on experienced staff with day to day exposureHands on experienced staff with day to day exposureFunded by the school systemsFunded by the school systemsState licensed an CARF accreditedState licensed an CARF accredited



c.c. Image – How do customers and Image – How do customers and others see others see you? you?

Black eye in the autism communityBlack eye in the autism community

Seen as helping crippled childrenSeen as helping crippled children

Misconception that services are Misconception that services are freefree

While the public doesn’t know what While the public doesn’t know what we do we do they do perceive us as a they do perceive us as a quality organization quality organization for servicesfor services


3.3. Internal EnvironmentInternal Environmenta. Processes – What you do and how you a. Processes – What you do and how you use resources to do it.use resources to do it.

External and internal guidelinesExternal and internal guidelinesExpertise of staffExpertise of staffConnections in advisory networkConnections in advisory networkTutoring manualTutoring manual

b. Staff resources – How you staff your b. Staff resources – How you staff your organizationorganization

Utilizing current day school teachers Utilizing current day school teachers and therapistsand therapists

outside private consultantsoutside private consultants

MARKETING (con’t)MARKETING (con’t)4.4. Strengths, Weaknesses, Opportunities and Threats Strengths, Weaknesses, Opportunities and Threats

(SWOT Analysis)(SWOT Analysis)

a. Strengths – What your program does wella. Strengths – What your program does wellBrand recognition and strengthBrand recognition and strengthSkilled formally trained instructorsSkilled formally trained instructorsComprehensive lower cost fee for serviceComprehensive lower cost fee for serviceExpertise in the fieldExpertise in the fieldHands on experienced staff with day to day exposureHands on experienced staff with day to day exposureState licensed and CARF accreditedState licensed and CARF accreditedComprehensive CurriculumComprehensive CurriculumStrong reputation in the Behavioral fieldStrong reputation in the Behavioral fieldCompetition and like organization willing to work with Competition and like organization willing to work with usus


b. Weaknesses – Where your b. Weaknesses – Where your program is vulnerableprogram is vulnerable

small staff – Do we have the small staff – Do we have the resources to properly manage the resources to properly manage the program and assure quality?program and assure quality?

Need more autism savvy staff Need more autism savvy staff membersmembers


c. Opportunities – Markets, changes in c. Opportunities – Markets, changes in environments, weaknesses among environments, weaknesses among competitorscompetitors

Great demand for tutoring services Great demand for tutoring services and and competitors are overcharging.competitors are overcharging.

Great need for clinical servicesGreat need for clinical services

Organizational advantage to offer Organizational advantage to offer lower cost lower cost fees and the opportunity to fees and the opportunity to offer sliding offer sliding scale fee and free slots.scale fee and free slots.


d. Threats – Areas that must be d. Threats – Areas that must be watched that could adversely affect watched that could adversely affect your program.your program.

Delivery capacity – do we have the Delivery capacity – do we have the system in system in place to meet the demand?place to meet the demand?

Must be careful not to be Must be careful not to be stigmatized as stigmatized as “Disabilities only”“Disabilities only”

Some people want us to failSome people want us to fail

Negative imageNegative image


IV.IV. Differential Advantage FocusDifferential Advantage FocusA. What do you want to be know for by A. What do you want to be know for by your target audience?your target audience?

The learning division provides an The learning division provides an individual curriculum that meets the individual curriculum that meets the needs of the student and family and needs of the student and family and teaches learning skills that cross all teaches learning skills that cross all environments of school, home, environments of school, home, community and tutoring to help the community and tutoring to help the student with individual learning, team student with individual learning, team work and appropriate behavior in social work and appropriate behavior in social interactions.interactions.

MARKETING (con’t)MARKETING (con’t)V.V. Selected Market TargetsSelected Market Targets

A. What markets or segments of markets do you want A. What markets or segments of markets do you want to serve? Why?to serve? Why?

Disability Population (primary market)Disability Population (primary market)learning disabilitieslearning disabilitiesattention deficit disorder (ADD)attention deficit disorder (ADD)attention deficit hyper active (ADHD)attention deficit hyper active (ADHD)autism spectrum disorder (ASD)autism spectrum disorder (ASD)Emotional Behavior Disorder (EBD)Emotional Behavior Disorder (EBD)

Mainstream Market (Secondary Market)Mainstream Market (Secondary Market)children that have learning challengeschildren that have learning challengesgifted childrengifted children

B. What markets are best served by your differential B. What markets are best served by your differential advantage?advantage?

disability populaitondisability populaiton

MARKETING (con’t)MARKETING (con’t)VI.VI. Marketing ObjectivesMarketing Objectives

A. What is needed to build business and achieve your A. What is needed to build business and achieve your program’s goals?program’s goals?

increased enrollmentincreased enrollmentadded resources – increase staffadded resources – increase staffadvertising campaignadvertising campaignbrochurebrochurestaff speaking engagementsstaff speaking engagementswebsitewebsitecollaborative relationships with collaborative relationships with

supporting organizations and supporting organizations and political political alliancesalliances

raising political awarenessraising political awarenessfundingfunding


VII.VII. Implementation/Action PlanImplementation/Action PlanA.A. Action steps – What strategies support Action steps – What strategies support

marketing objectives?marketing objectives?Increased EnrollmentIncreased Enrollment

cover letter and brochure to all cover letter and brochure to all students of day students of day schoolsschools

brochure and letter to Social brochure and letter to Social Communication Communication Advisory BoardAdvisory Board

Vendor application to the Vendor application to the Chicago Public SchoolsChicago Public Schools

interaction with school districts interaction with school districts – speaking – speaking engagements, meetingsengagements, meetings


Added resources – increase staffAdded resources – increase staffinternal connections and networkinginternal connections and networkingschool districts work of mouthschool districts work of mouth

Advertising CampaignAdvertising CampaignChicago Parent ad campaign – Use…Chicago Parent ad campaign – Use…

in adin adOak Leaves publication ad campaignOak Leaves publication ad campaign

MARKETING (con’t)MARKETING (con’t)BrochureBrochure

design and print brochuredesign and print brochure

Staff speaking engagementStaff speaking engagement………………..to speak at various meetings and ..to speak at various meetings and

conferencesconferences

WebsiteWebsiteautism consulting on homepageautism consulting on homepageadd the following topics to services section:add the following topics to services section:

Social Communication CenterSocial Communication CenterLearning DivisionLearning Divisionadd ABA in-home behavior therapyadd ABA in-home behavior therapyregistration form available onlineregistration form available online

MARKETING (con’t)MARKETING (con’t)Collaborative relationships with supporting organizations Collaborative relationships with supporting organizations and political alliancesand political alliances

professional advisory groupprofessional advisory groupautism social of ILautism social of IL…….& other school districts.& other school districtsUniversitiesUniversities

Raising political awarenessRaising political awarenessAssociate with lobbying groupAssociate with lobbying groupMaintain association with “The Autism Project” Maintain association with “The Autism Project”

(TAP) grant(TAP) grant

FundingFundingResearch and qualify for appropriate grantsResearch and qualify for appropriate grantsmarket penetrationmarket penetration


Tactics – “How to”Tactics – “How to”Schedules – DeadlinesSchedules – DeadlinesCosts of programs – Budget (analyze 1Costs of programs – Budget (analyze 1stst quarter quarter and create assumptions to forecast projected and create assumptions to forecast projected revenues)revenues)

VIII.VIII. EvaluationEvaluationA. Measuring actual outcomes against goals (l/4 A. Measuring actual outcomes against goals (l/4 score care report – develop tracking system)score care report – develop tracking system)B. Determining effectiveness of strategies B. Determining effectiveness of strategies (monthly review of implementation plan/action (monthly review of implementation plan/action planplan

business development of rural providers corporate job development training is funded through...

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