The Joseph Sam’s SchoolThe Joseph Sam’s SchoolCAMPAIGN MARKETING PLANCAMPAIGN MARKETING PLAN

Target: Obtain Benefits for Target: Obtain Benefits for Teachers and Para prosTeachers and Para pros

Developed by Randy GaddoDeveloped by Randy Gaddo

PADM 7040PADM 7040

October 2005October 2005

Why This Campaign Is Why This Campaign Is NeededNeeded• Needed in Direct Support of MissionNeeded in Direct Support of Mission

– The Joseph Sams School is dedicated to the education and life skills development of The Joseph Sams School is dedicated to the education and life skills development of children who are intellectually, physically or developmentally challenged.children who are intellectually, physically or developmentally challenged.

• This mission requires exceptionally This mission requires exceptionally compassionate, motivated teachers, para compassionate, motivated teachers, para prospros– Much on-the-job training invested in teachers/para Much on-the-job training invested in teachers/para

prospros– Students become emotionally attached to Students become emotionally attached to

teachers/para pros, and vice-versateachers/para pros, and vice-versa– Loss of trained teacher or para pro costly to school Loss of trained teacher or para pro costly to school

in terms of time, efficiency and student progress, in terms of time, efficiency and student progress, new recruitment and hiring process, trainingnew recruitment and hiring process, training

Why This Campaign Is Why This Campaign Is NeededNeeded• School Cannot Currently Offer BenefitsSchool Cannot Currently Offer Benefits

– Privately funded, receives no gov’t fundingPrivately funded, receives no gov’t funding– This limits funding resourcesThis limits funding resources– Operates with “Just in Time” fundraising Operates with “Just in Time” fundraising

that only covers operations/maintenance that only covers operations/maintenance costscosts

• In spite of passion for the job, teachers In spite of passion for the job, teachers and para pros leave to find benefitsand para pros leave to find benefits

• Take corporate knowledge with themTake corporate knowledge with them

Campaign Focus, ApproachCampaign Focus, Approach

• Main focus of effort will be to identify Main focus of effort will be to identify new sources of funding not previously new sources of funding not previously exploredexplored

• Campaign will proceed separately from Campaign will proceed separately from existing marketing/fund-raising effortsexisting marketing/fund-raising efforts– Existing efforts only address day to day Existing efforts only address day to day

operating and maintenance expensesoperating and maintenance expenses

• New funding sources will become New funding sources will become “target audience” for the campaign“target audience” for the campaign

Campaign Focus, ApproachCampaign Focus, Approach

• Each Target Audience behavior will be Each Target Audience behavior will be studied per chapter 4, Adreason/Kotlerstudied per chapter 4, Adreason/Kotler

• BCOS Factors will be determined for BCOS Factors will be determined for eacheach– Benefits, costs, others, efficacyBenefits, costs, others, efficacy

• This will assist in determining which This will assist in determining which audiences we will actively pursue for audiences we will actively pursue for this special purpose fundingthis special purpose funding

Internalizing Marketing PlanInternalizing Marketing Plan

• Each associate of school is a Each associate of school is a stakeholderstakeholder– Executive staffExecutive staff– Administrative staffAdministrative staff– Teachers and Para prosTeachers and Para pros– Parents and family membersParents and family members– StudentsStudents– Community supportersCommunity supporters

Internalizing Marketing PlanInternalizing Marketing Plan

• Each stakeholder will be aware of campaign Each stakeholder will be aware of campaign goalsgoals– Each stakeholder will know their role in the Each stakeholder will know their role in the

campaign and will be prepared to contributecampaign and will be prepared to contribute

• Stakeholders will be fully briefed on Stakeholders will be fully briefed on audiences we intend to pursue and why they audiences we intend to pursue and why they were chosenwere chosen– Assume that audience will base a decision largely Assume that audience will base a decision largely

on how they perceive school’s unity of purposeon how they perceive school’s unity of purpose– Important for each stakeholder to understand Important for each stakeholder to understand

importance of their role in campaign importance of their role in campaign

Campaign Execution PhaseCampaign Execution Phase

• Sam’s School Executive Director will Sam’s School Executive Director will appoint a volunteer Campaign Managerappoint a volunteer Campaign Manager– Manager will operate under director’s Manager will operate under director’s

guidanceguidance– This ensures that campaign stays in line This ensures that campaign stays in line

with organization’s marketing strategy and with organization’s marketing strategy and guidelinesguidelines

– Also ensures that volunteer is seen as “part Also ensures that volunteer is seen as “part of the team” (per Ch. 8, Andreason/Kotler)of the team” (per Ch. 8, Andreason/Kotler)

Campaign Execution PhaseCampaign Execution Phase

• Marketing collateral materials will be developed to Marketing collateral materials will be developed to address these special audiencesaddress these special audiences– Should be able to easily adapt existing materialsShould be able to easily adapt existing materials– Tailor to reflect benefits to each potential resourceTailor to reflect benefits to each potential resource

• Campaign Manager will establish initial contact, Campaign Manager will establish initial contact, discussion with target audience representativesdiscussion with target audience representatives– Make appointment for manager, executive director to visit Make appointment for manager, executive director to visit

audience location for discussions, deliver collateral audience location for discussions, deliver collateral materialmaterial

– If audience not local, arrange conference call, mail If audience not local, arrange conference call, mail collateral materialcollateral material

– Attempt to arrange audience rep visit to schoolAttempt to arrange audience rep visit to school• Seek sponsors to provide in-kind assistance, i.e., airlines, car Seek sponsors to provide in-kind assistance, i.e., airlines, car

rentals, hotel accommodations, etc.rentals, hotel accommodations, etc.– This also demonstrates community supportThis also demonstrates community support

Post Campaign Follow UpPost Campaign Follow Up

• Assuming we successfully secure funding:Assuming we successfully secure funding:– Establish formal recognition for contributor(s):Establish formal recognition for contributor(s):

•Public recognition at annual fund raiserPublic recognition at annual fund raiser•Send news releasesSend news releases•Letters to all stakeholdersLetters to all stakeholders

– Recognize all directly involved in campaignRecognize all directly involved in campaign– Arrange regular communication with Arrange regular communication with

contributor to assure them their contribution contributor to assure them their contribution was a wise onewas a wise one

Post Campaign Follow UpPost Campaign Follow Up

• Capitalize on contacts made during Capitalize on contacts made during campaigncampaign– Those who didn’t contribute to this Those who didn’t contribute to this

campaign may be able to assist in other campaign may be able to assist in other waysways

– Contacts may open up other Contacts may open up other opportunitiesopportunities

– Follow up demonstrates real partnership Follow up demonstrates real partnership spiritspirit