Marketing Management of Boys and Girls Clubs Marketing Plan by Nicky
This paper presents a strategic market plan for the Boys and Girls Clubs of America.
# 150858
| 4,219 words
| 22 sources
| APA
| 2012
| 
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Description:
The paper outlines the challenges facing the Boys and Girls Clubs and provides an assessment of both the socioeconomic conditions the Clubs operate in as well as the effectiveness of existing marketing management strategies. The paper recommends improvements that center on the need to create a more collaborative community with donors and members. Tables, figures and graphs are included in the paper.
Outline:
Executive Summary
Assessing the Socioeconomic Conditions Boys' and Girl's Club Operates In
Evaluating the Effectiveness of the Boys & Girls Club Marketing Programs
Recommendations for Improvement
Conclusion
Outline:
Executive Summary
Assessing the Socioeconomic Conditions Boys' and Girl's Club Operates In
Evaluating the Effectiveness of the Boys & Girls Club Marketing Programs
Recommendations for Improvement
Conclusion
From the Paper:
"One of the most significant strengths of the Boys and Girls Clubs of America is their extensive research into how after-school programs dramatically reduce crime, drug use and truancy in at-risk children. This strength from a marketing management perspective takes on added relevance as more parents are dual wage earners than ever before (Polk, 2008) and relying on after-school programs for the care of their children. This is the primary customer segment that the Clubs have successfully concentrated on, yet the dynamics of families are changing fast which poses a challenge for the organization. An assessment of the Club's speed of new services development and recommendations for increasing this process' effectiveness is provided later in this report. One of the most significant changes in the Club's served base of families is the rapid increase in single parent households. The needs of children in single-parent families are often exacerbated by the low income of the single parent. According to the 2007 Annual Report, 71% of Boys and Girls Club members live in urban areas, 56% are from minority families, 42% earn less than $22,000 a year and over half (53%) are from single parent families. In addition 4.8 million youth are served by the programs with 66% being younger than 12 years old. 35% are Caucasian, 31% are African-American and 21% are Hispanic or Latino, 7% are multiracial and 3% are Asian and Native American."Sample of Sources Used:
- Dennis B. Arnett, Steve D. German, & Shelby D. Hunt. (2003). The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing :[1]. Journal of Marketing, 67(2), 89-105.
- Gloria Barczak, Kenneth B Kahn, & Roberta Moss. (2006). An Exploratory Investigation of NPD Practices in Nonprofit Organizations. The Journal of Product Innovation Management, 23(6), 512-527.
- Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
- Bohnert, A., Richards, M., Kohl, K., & Randall, E.. (2009). Relationships Between Discretionary Time Activities, Emotional Experiences, Delinquency and Depressive Symptoms Among Urban African American Adolescents. Journal of Youth and Adolescence, 38(4), 587-601.
- Jerr Boschee. (2004, March). Focus on Your Customers as Well as Your Clients. Nonprofit World, 22(2), 26-29.
Cite this Marketing Plan:
APA Format
Marketing Management of Boys and Girls Clubs (2012, April 29)
Retrieved May 20, 2013, from http://www.academon.com/marketing-plan/marketing-management-of-boys-and-girls-clubs-150858/
MLA Format
"Marketing Management of Boys and Girls Clubs" 29 April 2012.
Web. 20 May. 2013. <http://www.academon.com/marketing-plan/marketing-management-of-boys-and-girls-clubs-150858/>