Start Something

Stout PresentationNon-Profit Marketing

Start Something

• Our Mission is to provide children facing adversity with strong and enduring, professionally supported 1-to-1 relationships that change their lives for the better, forever.

• Our Vision is that all children achieve success in life.

About Big Brothers Big Sisters

Start Something

• Service Area Chippewa, Dunn, Eau Claire, Pierce, & St. Croix counties

• 1 on 1 Mentoring = Friendship

• The children we serve

• Longer & Stronger

About Big Brothers Big Sisters

Start SomethingOur Target Market

• Primary Markets: 25-35 – “Young Professional” 50+ - “Empty Nester” and

“Retired Professional” Full-time job / good job or

retired from a professional job Stable career & personal life

• Secondary Market: 19-24 – “College Student” Attending a 4 year or 2 year

college Sophomore or Junior in school

(have 2 – 3 years of school remaining)

• Tertiary Market 35-50 – “Area Professional” Working full time or part-

time job May have a family (kids are

usually a little older) Single adults Couples without children Usually targeted for the

“Lunch Buddy” program in Eau Claire, Hudson, & River Falls

Start Something

• Start Something / Start Something BIG

• Children “facing adversity”

• Focus on impact – not ‘cute stories’

o Showing improvement, change, positive influences

o Not focusing on activities, fun

• Photos

o Show matches together

o Active, doing something

• Colors – Grey & 1 color (usually purple), simple and professional

• For volunteer recruitment – focus on the children & what they want in a ‘Big’

Our Brand

Start Something

Start Something

•What if every child fulfills their potential?

•What if every child is put on the right path today?

•What if every child in America graduated high school, went to college, and gives back to their communities?

•What will that start?

• It will be the start of something big.

•Every time you donate time or money to Big Brothers Big Sisters, you help a child reach their potential. You start something.

•What If PSA

Creative Concept: Start SomethingDeveloped by Publicis Modem

Start Something

• Connecting the children to the potential volunteers & donors – still maintain child safety

• Need for men!

• Community awareness in outlying areas (Chippewa Falls, New Richmond, Menomonie, etc)

• Getting people to ACT

Marketing Challenges

Start Something

• Limited / No Budget $3,000 annual budget for all 5

counties!

• Limited staff / no marketing

department Fund Development & Marketing Director

3 Interns

• Keeping a consistent message – especially with multiple locations and a large service area

• Most volunteers come in at beginning or end of year, lull from April through August

Non-Profit Challenges

Start Something

• Marketing Committee

• Currently working on 2013 plan

• Identify goals for what we want to achieve & create the plan to address the challenges

Annual Marketing Plan

Start Something

• PSA’s (tv & radio)o Man Up for Mentoring - Radio

o 90 Bigs in 90 Days – TV & Radio

• Press Releases

• Community calendars – Information Sessions & Events

• Media relations!!!!

• Find sponsors to cover the cost of marketing

• Look for free community events

• Build marketing into other budget categories

o Promotional Products come from Bowl for Kids’ Sake

• Social Media – Facebook, Twitter, You Tube, Pinteresto Videos

Our Methodology

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• Tuesday’s Child – bring it backo Local media outlet (tv)

• Find men in the program to be ‘role models’ or ‘spokesmen’

Encourage other men to get involved

• More parades in outlying communities (Chippewa Falls, Augusta)

• Community Events / Booths

1 on 1 works best

• National Mentoring Month

Big marketing event / volunteer recruitment

Try to get more volunteers early in the year

2013 Plans

Start Something

• 1 person creates and/or proofs all marketing materials for brand consistency

• Training for staff, volunteers, and Board of Directors

o On-going training & reminders

• Consistently use correct branding and correct those not using correct branding

• Be picky

Keeping a consistent message

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• Still needs to fit the brand, but needs to focus on the event too

• Featuring our kids – kids sell

o 2010 Bowl for Kids’ Sake

o 2011 Bowl for Kids’ Sake

o 2012 Bowl for Kids’ Sake

Event Marketing

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• Always need to think about what we can get for ‘free’

• Larger focus on PR, media relations, and getting stories out into the community

MEDIA RELATIONS IS KEY!

• All ‘ads’ are done in PSA format, so less control over them

• All of this is done with 1 person spending about 20% of their time on marketing, volunteers, staff, and the marketing committee

Non-Profit Marketing

Start SomethingQuestions?