1. The Evolution of a Brand
September 2012

2. Who We Are Over 100 Years Our Mission Our Vision for the 1990s
To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens.
Our Vision for the 1990s
To double the size of our Movement, to reach young people who need us most.

3. Then and Now 1995 2012 1,800 Clubs 2 million kids
$458 million total budgets
Little marketing mindset
2012
4,000 Clubs
4 million kids
$1.5 billion total budgets
Big-time marketing mindset

4. Our Brand Compared to the Big Brands
Then 1990s
Low on Awareness
Low on Familiarity
Now 2012
High on Awareness
Moderate on Familiarity
Today
One of the Top Ten Nonprofit Brands in America

5. Why Marketing Then 1990s Now 2012 Not a priority Too much time
Too much money
A collection of activities
Not really necessary
Now 2012
Attracts board members
Raises funds
Creates partnership
An intentional plan
Fundamental key to success

6. How Did We Make This Happen?
Impetus for Change
The Role of the Board
Vision for Marketing as a Priority
Goals and Objectives
Celebrity Spokesperson  Spokespeople

7. Marketing Committee Create Marketing Plan Define Objectives Drive Plan
Can be a Force Multiplier to:
Create Marketing Plan
Define Objectives
Drive Plan
Engage Partners
Secure Resources
Evaluate Plan

8. Marketing Committee Members
Marketing Managers
Advertising Professionals
Public Relations Managers
Media
Designers/Printers
Examples: Pro bono ad agency
Outdoor billboards
Media placements
Print materials

9. Marketing is a Process Consistent with your Plan and Priorities
Define Marketing Objectives
To influence behavior
To increase funding
To recruit volunteers
Identify Your Audience
Donors
Clients
Volunteers
Government
Develop Your Message
Positioning
Unique Selling Proposition
Benefits to Audience
Outcomes
Determine Communications Channels
Television
Radio
Print
Outdoor
Advocacy
Evaluate Your Plan
Progress on Objectives
Adjustments to Plan

10. Marketing: Then and Now
Emanates from your Organizational Plan
1990s
Growth Message
Number new Clubs/Kids
The Positive Place for Kids
National Spokesperson
2012
Impact Message
Outcome Measures
Great Futures Start Here
Alumni Oriented

11. Marketing Plan Overview
Vision:
Provide a world-class Club Experience that assures success is within reach of every young person who walks through our doors, with all members on track to graduate from high school with a plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle.
Objectives:
Increase brand awareness, brand familiarity, and revenues
Audience:
Donor public, government officials, partners, leaders, board members
Message:
Unmatched size/scale, outcomes, benefits to community, business, America
Communications:
Television, Radio, Print, Outdoor, Airport
Public Relations – Letters to the Editor, Press events, TV appearances, Special events
Feature – Alumni stories, Youth of the Year

12. What We Learned About Marketing
Intentional Planning
Furthers Organizational Vision/Plan
Organizational Priority
CEO/Board Support
Talent (professional and board)
Resources
Key to Success