Download Format of the Marketing Plan Report

Service Learning Project
Developing a Marketing Plan for a Community Based Organization
What is Service Learning?
Service Learning is a form of experiential learning in which students engage in community SERVICE activities
directly related to the academic objectives of a course, participating actively in LEARNING the key concepts, tools,
and processes of a discipline. Students apply what they are learning to enhance the operation of local nonprofit
organizations, also called Community Based Organizations (CBO’s). Students gain relevant, hands-on learning
experience and at the same time act as a valuable resource to enhance the marketing activities of a CBO and
improve the quality of life in the community.
Marketing 100S is the introductory course in marketing, required of all majors in the Craig School of Business. The
course has been designated as a service-learning course. Marketing is an inspiring and dynamic field of study and a
rewarding career. The best way to learn key marketing concepts, tools, and processes is adopting a Learning-byDoing philosophy. Marketing is an ideal business discipline for service learning since the overwhelming majority of
CBO’s can use assistance in this area.
What is a Marketing Plan?
A well-designed marketing plan indicates how an organization’s mission and objectives will be achieved through
specific marketing strategies and tactics. For typical elements of a Marketing Plan, refer to Chapter 2, pages 20-21
(Exhibit 2.5) in the textbook.
What is the Overall Purpose of this Project?
The purpose of this Service Learning project is to develop the next year’s marketing plan for a CBO. In this
project, students work as a team and assume the role of a Marketing Department responsible for creating a
marketing plan. To implement this project, students will learn and apply key marketing concepts, tools, and
processes. Each team member is required to spend 15 total hours on the project for the designated CBO.
Service Learning Project Grades
Marketing Plan (Note 1)
Presentation of the Marketing Plan (Note 2)
Individual Readings Assignment (Note 3)
Individual Press Release (Note 4)
Mid-Course Check-In (Note 5)
Individual Reflections Paper (Note 6)
Peer Evaluation form (Note 7)
Work Log (Note 8)
Team /
Individual
Team
Team
Individual
Individual
Team
Individual
Individual
Individual
Deadlines
Determined by Professor
Determined by Professor
Determined by Professor
Determined by Professor
Determined by Professor
Determined by Professor
Determined by Professor
Determined by Professor
Total Points
Points
120
30
30
20
30
20
Required
Required
250
The points above have been assigned based on a course with 1,000 points.
The service-learning project is worth 25% of the course.
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NOTES
Note 1 – Marketing Plan: To create the marketing plan, students will proceed through three sequential steps as
described in the following pages. The development of the marketing plan is systemically integrated with chapters
from the textbook. Students will engage in Collaborative Sessions – held in class – to develop the marketing plan.
Sessions will take approximately 60 minutes and will allow students to collaborate effectively on their project and
marketing plan. Instructions for this plan are on the service learning website.
Note 2 – Presentation: Students will present their marketing plan to the class. Presentations times will be assigned
by the instructor.
Note 3 – Individual Readings Assignment: Each individual will read four articles assigned by the instructor and
write a review paper. Instructions for this assignment are on the service learning website.
Note 4 – Individual Press Release Assignment: Each team member will create a Press Release for their designated
CBO. The press release should be used to publicize an event or important information about the CBO. Instructions
for this assignment are on the service learning website.
Note 5 – Mid-Course Check-In: The team will submit their work to date through Session 3.
Note 6 – Individual Reflections Paper: Instructions for this assignment are on the service learning website
Note 7 – Peer Evaluation Form: Each individual will submit a Peer Evaluation form, which will be provided by
your instructor. A copy of this form is also on the service learning website.
Note 8 – Work Log: Each individual will keep a log of hours spent on the project and submit it with the final
project. The student work log is on the service learning website.
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Service Learning Project Requirements and Procedures
Following is step-by-step information about how to complete the service-learning project and
requirements.
Step 1: Form a Team & Select a CBO
Collaborative Session 1: Form the team, elect a team coordinator, select a CBO, and arrange a meeting
with the supervisor of the CBO (the person supervising the service-learning project).
(Deadlines to be determined by your instructor.)
Task A: Form the Team. The Service Learning Project will be completed as a team (up to 5 members).
Task B: Elect a Service Learning Team Coordinator. The Team Coordinator will receive 25 extra points for
performing the responsibilities below:
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Coordinating the team meeting times and locations.
Serving as the liaison between the CBO supervisor and the team.
Ensuring that all documents are completed properly and submitted to the instructor per due dates.
Overseeing the assembly of the Marketing Plan to ensure that all components are included.
Overseeing the proper editing and proofreading of all documents.
Preparing a detailed log for all meetings (including the date, time and location of meetings, who was
present, what discussed, what was decided) and submitting it to the instructor.
Task C: Select a Community Based Organization (CBO).
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Students may already be familiar with an organization they’d like to work with. Your instructor may also
recommend candidate CBO’s.
Additional resources for selecting a CBO include the list of approved organizations provided on the
Marketing Department’s Service Learning Website.
Students may also meet CBO’s by attending the Community Services Fair, held at the beginning of each
semester. The Instructor will announce the date of the fair.
Task D: Arrange a Meeting with the CBO Project Supervisor.
After Service Learning teams are formed, team coordinators should call and/or send an e-mail to the CBO
supervisor of the project and arrange for the initial meeting. This meeting should take place not later than
third week of the semester. After the initial meeting with supervisor of the service learning project is
arranged, the team coordinator should post a message regarding the date and the time of the meeting, in the
team discussion board, and also send an e-mail to team members and notify them. All team members are
required to attend the initial meeting in order to start the project. The team members should print the
blank Service Learning Plan form and take it to the initial meeting with project supervisor. (Your
instructor will provide information about how to access this form.) The individual Service Learning Plan
should be signed by the CBO supervisor during the initial meeting session and be turned in before the start
of collaborative Session 2. Students may not start work on the project without submitting the signed
Service Learning Plan.
Task E: Submit your signed, individual Learning Plan form to your instructor.
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Step 2: Develop the Marketing Plan
The outcomes of Collaborative Sessions 2-7 will be included in the written marketing plan.
Material Covered
Chapter 1: An Overview of Marketing
Chapter 2: Strategic Planning for Competitive Advantage
Chapter 3: Ethics and Social Responsibility
Chapter 4: The Marketing Environment
Chapter 5: Developing a Global Vision
Chapter 6: Consumer Decision Making
Chapter 7: Business Marketing
Chapter 8: Segmenting and Targeting Markets
Chapter 9: Marketing Research
Chapter 10: Product Concepts
Chapter 11: Developing and Managing Products
Chapter 12: Services & Non-profit Organization Marketing
Chapter 13: Supply Chain Management & Marketing Channels
Chapter 14: Retailing
Chapter 15: Marketing Communications
Chapter 16: Advertising, Public Relations, & Sales Promotion
Chapter 17: Personal Selling & Sales Management
Chapter 18: Social Media Marketing
Chapter 19: Pricing Concepts
Collaborative Sessions focus on completing the
sections of the Marketing Plan that correspond
to the material covered.
Collaborative Session 1
(Team Formation &CBO Selection)
Collaborative Session 2
Collaborative Session 3
Mid-Project Check-In
Collaborative Session 4
Collaborative Session 5
Collaborative Sessions 6 and 7
Collaborative Session 2
(Minimum 3 pages. Deadline to be determined by your instructor.)
The team will provide an organizational description of their CBO and an assessment of their current marketing
situation by using a SWOT Analysis. The relevant information should be gathered by visiting the company’s web
site, reading the CBO’s annual report (if available), and during the initial meeting with supervisor of the project.
Task A: Provide background information and an organizational description for your CBO.
Each team
member should come to this session prepared by providing his/her answers to the following questions:
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Provide a brief outline of the genesis of the organization. How did it start? Why was it founded?
Explain the CBO’s mission and vision
Explain the organizational structure. Describe the parties involved in decision-making. Specify number of paid
staff vs. volunteers and the role of the organization’s Board of Directors (if they have one). (If your CBO is a
“branch” of a national organization, describe the local organization.)
Explain the current product/services offered by CBO and the logistics and supply chain management used to
deliver or distribute those product/services.
Explain how this organization differs from similar organizations providing similar services.
Provide a description of those who use the organization’s services.
Explain what kind of promotional activities the organization normally engages in and for what their purpose is.
What kind of promotional materials does the currently use? (Attach samples.)
Briefly explain the CBO’s current sources of funding.
Task B: Perform a SWOT (Strength, Weaknesses, Opportunities and Threats) Analysis of your CBO.
For a guideline about how to perform the analysis, see Chapter 2, page 22 of the textbook.
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Collaborative Session 3: Identify and explain the next year’s marketing and financial objectives for the
CBO. Discuss in detail their target segments and key stakeholders.
(Minimum 3 pages. Deadline to be determined by your instructor.)
Task A: Briefly explain the next year’s marketing objectives the CBO expects to achieve:
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Based on information from the initial meeting with the supervisor of the project, explain the specific marketing
objectives that CBO expects to achieve next year. For example, conducting fundraising events, creating and
implementing an Integrated Marketing Communication Plan (IMC), preparing promotional materials
(developing a flyer, creating presentation materials, creating or enhancing a website, creating a newsletter, or
direct mail campaign).
Task B: What marketing objectives does your team suggest they pursue?
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Consistent with the mission and vision statements of the CBO, each team member should bring his /her own
recommended list of the next year’s overall marketing objectives. For example, objectives might include
retaining and/or attracting new constituents, assessing constituents’ satisfaction levels, increasing the awareness
of services provided, changing the attitude of constituents, or other objectives that the CBO hopes to achieve
such as forging partnerships with key organizations in the region, etc.
Remember a meaningful objective should:
 Identify specific and targeted constituent(s)
 Specify a measurable outcome (i.e., increase the number of incoming inquiries by 10% in 2016 and by
15% in 2017)
 Be feasible and attainable (meaning it has a way to be funded)
 Have a time frame for completion or achievement
Task C: Explain the next year’s financial objectives (funding objectives): Explain how the CBO plans to support
and fund itself in next year in terms of revenue generation, fundraising charging for services, etc.
Task D: Specify and explain the next year’s target segment(s):
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Describe the top audience groups (stakeholders) your CBO needs to engage in next year. In explaining the
target segment (s), consider the following:
o The client base
o The donor base – individual and corporate
o Volunteers of the CBO and any training or other skills the CBO requires of volunteers.
o If your organization requires “inputs” such as donated blood (the Blood Bank) or donated goods (the
Goodwill), explain the profile of those donating “inputs.”
o How do the different groups break down into segments (shared perspectives, habits and wants)?
o Identify the key characteristics of the target segments the CBO serves using psychographic,
demographic, or other variables.
o Describe the diversity present in the organization’s target market and the challenges that presents for
the CBO. What different cultures and languages does the CBO work with?
Mid-Course Check-In
After completion of Collaborative Session 3, students will submit work completed to date on their project.
This check-in will allow students to receive feedback from the instructor to facilitate success with the final
project submission. Your instructor will provide further direction and a deadline for this assignment.
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Collaborative Session 4: Determine the CBO’s next year’s service offering(s) & delivery mechanisms
that will reach their marketing and financial objectives.
(Minimum 2 pages. Deadline to be determined by your instructor.)
Task A: Specify the next service offering(s): For this session, each team member should bring his/her own
proposed new service offerings required to reach the marketing and financial objectives specified
in session 3. After throrough discussion, team members should build a consensus regarding its proposed
offerings and/or revised services offerings for next year. Please note that your recommended offer of new /
additional services must include recommendations (in the Funding Plan Section) specifying how additional
funding will be obtained in order to offer those additional services.
Task B: Develop the next year’s Service Delivery Mechanism (logistics and supply chain management
requirements): Consider upstream and downstream flows of services and resources between the CBO and
its constituents, service and relationship management, supply and demand management, etc. For this
session, each team member should bring his/her own recommendations regarding proposed new service
delivery mechanisms for group discussion. After thorough discussion the team should finalize and prepare
its recommendations. Your recommended offer of additional delivery mechanisms must include a set of
recommendations about how to raise additional funding required (in the Funding Plan section).
Collaborative Session 5: Develop the CBO’s next year promotional and Internet & Social Media plans.
(Minimum 4 Pages. Deadline to be determined by your instructor.)
Task A: Develop the next year’s promotional plan: To achieve the marketing objectives specified in Collaborative
Session 3, each team member should bring his/her own ideas for proposed promotional plans for group
discussion. For guidelines refer to Chapter 15, particularly pages 267-268 (Goals of Promotion) and pages
273-275 (AIDA Model, and Concept of IMC). After thorough discussion of team members’
recommendations, the team should build a consensus and create an appropriate promotional plan using the
concept of Integrated Marketing Communications (IMC).
Task B: Develop the next year’s Internet & social media plans: After thorough discussion, the team should
determine what type of the Internet Marketing & Social Media Plans will be used to promote the
mission of CBO to reach the objectives decided during Collaboration Session 3. For a guideline
refer to Chapter 18. Determine which communication channels will be used and how frequently they will
be used. Consider:
 The organization’s website
 Social Media (Facebook, Twitter, etc.)
 Paid advertising (Google AdWords, online banner ads)
 Other electronic communications (newsletter, e-newsletter, direct mail)
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Collaborative Session 6: Develop the CBO’s next year’s funding plan.
(Minimum 2 Pages. Deadline to be determined your instructor.)
Task A: Determine required funding: To achieve the marketing objectives specified in Collaborative Session 3,
each team member should bring his /her own ideas regarding the required resources and funding for
a) providing the proposed service offerings in conjunction with its delivery mechanism; and b) executing
the proposed promotional and social media plans. (What resources will it take to reach the Marketing
Objectives? How will the CBO obtain them? How much will your recommendations cost?). Consider:
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Does the organization charge for any of its services? If so, describe the how pricing works (sliding
scale, flat fee, by-the-hour, membership, etc.) Does the organization sell anything and keep a portion
of the proceeds? About what percent of the organization’s budget comes from these sources?
Donations: What percentage of the organization’s budget comes from individual and / or corporate
donations? Describe the major sources of donations. For example, many organizations hold an annual
fundraiser or two that account for most of their donations.
Grants / government funding: What percentage of the organization’s funding comes from grants from
private organizations and from local, state or federal government sources? If possible, identify the
agency or organization providing such funds.
For a general guideline about how to develop a Funding Plan, please refer to following web-site:
http://www.bridgespan.org/Publications-and-Tools/Funding-Strategy/Ten-Nonprofit-Funding-Models.aspx
After thorough discussion the team should, finalize its proposed funding plan for achieving the objectives decided
during session 3.
Collaborative Session 7: Develop the next year CBO’s implementation, evaluation & control plans, and
provide additional recommendations
(Minimum 3 pages. Deadline: to be determined by your instructor.)
Task A: Develop the next year CBO’s implementation plan for the next year: For this session, each team
member should bring his/her own suggestions for group discussion regarding the process that should turn
the proposed marketing plan into action assignments (sequential steps with deadlines) and ensure that
steps are executed in a way that accomplishes the plan objectives.
 Detail the sequential steps required to implement the marketing plan.
 Determine roles. Who will be responsible for implementing the steps to achieve the objectives?
Director of the CBO? Existing staff or new staff? Board members, volunteers, or other connections?
Task B: Develop the CBO’s evaluation and control plans: After thorough discussion the team should
explain the evaluations and control measures that will be used to achieve the objectives determined
during Collaboration Session 3. (Refer to Chapter 2, page 28 – 29.) This includes an explanation of
how the results of the plan should be measured, and what type of criteria should be used to determine
success or failure of the proposed Marketing Plan. Consider, for example, website analytics, e-newsletter
subscriptions, and/or number of volunteers signed up.
Task C: Provide additional recommendations: Using the key concepts learned, provide the CBO with a
minimum of four recommendations that the CBO is not currently using, specifying how they might
improve their marketing efforts and operations. For example, what suggestion do you have to increase the
number of individuals who volunteer to assist the agency? How might they increase the public awareness
of their offer? What improvements might be made in communicating with various publics? What current
marketing work is succeeding, and what needs to change and how?
Step 3: Submit the written Marketing Plan and Present it to the Class
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Contents of the Marketing Plan
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Cover Page
Table of Contents
Executive Summary
Organizational Description and SWOT Analysis
Proposed Marketing and Financial Objectives and Target Segments
Proposed Service Offering(s) and Delivery Mechanisms
Proposed Promotional and Internet & Social Media Plans
Proposed Funding Plan
Proposed Implementation and Control Plans
Additional Recommendations
Attachments:
 The Team Press Release (The team will select and include the best of those created.)
 Copies of any promotional materials (hard copy or internet link if applicable) developed for this
project.
Format of the Marketing Plan Report
Margins should be 1-inch top, bottom, right and left. Use headings and sub-headings as appropriate. Spacing
should be 1.5. On each page you must provide the sources of information in a form of footnote(s).
Marketing Plan Presentation
Your group will present your marketing plan to the class. Presentation dates will be determined by your
instructor.
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Articles and Individual Reading Assignment
Read the articles as assigned by your instructor from the list below. Upon completion of the readings, answer the
following questions in a minimum of 4 pages report.
Articles
Introduction to Nonprofit Marketing
Ty Hafan
Author(s)
Eight Characteristics of Nonprofit Organizations
Mike Allison and Jude Kaye
The Effect of Demographic Variables Upon University
Students’ Service Learning Experiences in Marketing
Susan D. Geringer, Alan C. Canton, Andreas W.
Stratemeyer and William Rice
Nonprofit Marketing
Don Akchin
Service-Learning – Every Body Wins!
Alan Canton
1.
Discuss the similarities and differences between for-profit and not-for profit marketing.
2.
What is Service Learning and how does it differ from Volunteerism and Community Service?
3.
How might students benefit from a service-learning type of experience? How might this experience help
achieve career goals?
4.
How may completion of a service-learning project afford the student more awareness of the cultural and/or
ethnic diversity issues within a non-profit organization and the community?
5.
Identify and discuss three important ways non-profit organizations benefit a community. Provide examples for
each.
6. Reflecting on what you learned about cultures from the Global Marketing Chapter, identify two countries (other
than the US) you believe have a strong culture of volunteerism. Explain why.
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Individual Press Release Assignment
ASSIGNMENT: Create a Press Release and Facebook post about a project, program, or initiative your CBO is
engaged in.
PRESS RELEASE CONTENT: Your Press Release should reflect something your CBO is doing that is noteworthy
and that will be interesting to the public. Examples include things like: holding special events, announcing
fundraising campaigns, or describing new programs the organization is launching.
The link below will let you view examples of content suitable for a press release from the Red Cross’ Website.
Most CBO’s have a section of their website devoted to recent press releases. You may want to visit yours for further
inspiration.)
http://www.redcross.org/news-events/press
PRESS RELEASE FORMAT: There is a standard format for creating press releases, which you will use for this
assignment. You can see two examples of the required format at the links below.
http://www.mediacollege.com/journalism/press-release/format.html
http://www.publicityinsider.com/release.asp
PRESS RELEASE WRITING STYLE: There is a standard writing style for press releases. Journalists expect to see
this format and by using it, you will greatly increase the chance your press release will be published or aired as
written.
The first element is an attention-getting headline. The American Red Cross’ press releases provide good examples
of clear headlines written to pique interest.
The body of the press release should be written in the “Inverted Pyramid” style. In this style, the most important
part of a story and critical details are communicated FIRST. After the most crucial news is presented in the first
paragraph, each succeeding paragraph fills in the rest of the story with details and background in descending order
of importance. (Note that most CBO press releases put information “about the organization” at the end of their press
releases.)
PRESS RELEASE LENGTH: Be concise. The ideal length of a press release is about 300 to 400 words. That's just
three or four short paragraphs and a couple of quotes.
Following the press release format precisely, employing good grammar, sentence structure and spelling are
imperative to achieve a good grade on this assignment.
SOCIAL MEDIA FOLLOW-ON: While press releases continue to provide information about noteworthy topics to
the media, social media is also a strong vehicle to get information out to the general public and CBO stakeholders.
To complete this assignment, design a Facebook post releasing the news in your press release. Consider using
photos, links, or short videos as part of your post. For a good example of Facebook posts announcing noteworthy
events, visit the Facebook page of one of the following local organizations.
Marjaree Mason Center
Fresno Art Museum
Chaffee Zoo
Fresno Rescue Mission
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Individual Reflections Paper
This paper should reflect your personal observations about your experience with this service-learning project. Your
paper should be two pages and address the following questions.
1.
How did this experience contribute to your professional development and better prepare you for the business
world? (Consider “soft skills” such as leadership, communications, collaboration, or dependability. Consider
“hard” skills such as increased skill in writing, analysis, or presentation.)
2.
How did this experience affect you personally? What new ideas, cultures or sub-cultures, groups of people, or
social issues did you encounter? How were you affected by these encounters?
3.
If your schedule allowed it, would you serve as a volunteer with this organization on a consistent basis?
Explain why or why not. If not, would you serve as a volunteer for a different community based organization?
Explain why or why not.
4.
Discuss your team’s dynamics. What worked well within your team? What could your team have improved on
to be more effective and productive?
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