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1 The Project 2
1.1 A Little Background 2
1.2 Scope of the Project 2
2 The Plan 2
2.1 The Objectives 2
2.2 The Budget 2
2.2.1 The Breakdown 3
2.3 Major Issues and Concerns 3
2.4 Segmentation 3
2.4.1 Employers to hire referrals from the ARC 3
2.4.2 Local business and organizations to educate about the youth
mentoring program 3
2.4.3 Potential donors to meet the needs of the youth mentoring program
4
2.4.4 Business organizations to encourage employers to hire people with
disabilities 4
2.4.5 Consumer Behavior Analysis 4
2.5 The Competition 4
2.6 The Service Mix and Product-market 4
2.6.1 The Service Mix – Now 4
2.6.2 The Service Mix – The Future 4
2.6.3 What are We Selling? 5
2.6.4 What’s the Value? 5
2.7 Positioning 5
2.7.1 Positioning Strategies 5
2.7.2 The Stakeholders 5
2.8 Branding 5
2.9 The Strategy 5
2.10 The Marketeers’s Top Eleven 6
3 Appendix A – The Strategy 7
4 Appendix B – Community Organizations 8
4.1 Associations 8
4.2 Child and Youth Services 8
4.3 TTU Campus Organizations 9
5 Appendix D – The Deliverables 9
5.1 Press Release 9
5.2 Seminars 10
5.3 Open House 10
5.4 Personal Appointments 10
5.5 Articles for Publication 10
5.6 Radio and TV Announcements 11
5.7 Brochures 11
6 Appendix C – The Audit 11
6.1 ARC Questionnaire 10/24/02 11
6.2 ARC Interview 11/08/02 14
6.3 ARC Interview 11/12/02 18
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1 The Project
1.1 A Little Background
The Advocacy and Resources Corporation is a not-for-profit corporation that
has a services division, the ARC, and a manufacturing division, ARC-diversified.
ARC-diversified produces a dry baking mix, dry milk, and cooking oil that is
mostly bought by the government to fill military contracts. This is a multi-million
dollar operation. Eighty percent of the facility’s employees have a disability.
The ARC’s goal is to help those in the community that society fails to. The
ARC’s programs range from case management and family services to mentoring
and tutoring a representative payee services to a low-income housing program.
1.2 Scope of the Project
The associates of The Marketeers Consulting Firm have drawn together a plan
that will launch The Advocacy and Resources Corporation (The ARC) far into
the 21
st
century. We at The Marketeers believe that The ARC does an
incredible job helping people already.
• More people need to know the different types of services that the ARC
provides.
• More people need to participate in its efforts in Putnam County and
beyond.
The below strategy will only solidify The ARC’s position as the Upper
Cumberland’s premiere advocate for those people un-served or under-served.
2 The Plan
2.1 The Objectives
• Increase the number of potential employees placed by The ARC at
places of employment other than The ARC and ARC-diversified.
• Increase the success rate of employees referred by The ARC to other
places of employment.
• Educate employers about the benefits of placing referrals from The ARC.
• Educate employers about the fair treatment of referrals with special
needs.
• Increase public awareness of the ARC’s youth mentoring program.
• Increase donations received by the ARC’s mentoring program.
2.2 The Budget
The ARC has a finite amount of dollars that it puts toward marketing and
promotion because most of the money raised goes to the actual services
provided. The associates think that it is important that this trend continues. The
ARC can focus on quality services and at the same time, makes some minor
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reallocations of funds to strengthen their marketing effort. The plan will allow
ARC to implement it in stages depending on time, money, and need constraints.
The goal is to keep the cost at a minimum and the effectiveness at a maximum.
2.2.1 The Breakdown
2.3 Major Issues and Concerns
• Government regulations change frequently and disrupt the continuity of
the ARC. The ARC has no control over federal regulations and
guidelines.
• There is a strong sense of public apathy from Upper Cumberland
residents concerning the ARC’s efforts. Little is known about the
corporation and all of the services it provides.
• The ARC has had negative past experience in some circumstances with
referring potential employees to employers. Poor performance and/or
inadequate preparation has resulted in a severed relationship with these
employers.
• People fear what they do not know or understand. People with disabilities
receive many unfair and inaccurate perceptions about their abilities.
• It is of the utmost importance that the person be put before the disability.
2.4 Segmentation
2.4.1 Employers to hire referrals from the ARC
Referrals from the ARC work best in jobs that are repetitive, simple in the number
of tasks, and that have little to no contact with the public. Jobs with these traits
include manufacturers, stockroom and mailroom personal, grocery stores, social
service organizations like the YMCA, and low stress environments like the Fun
Tunnel.
2.4.2 Local business and organizations to educate about the youth
mentoring program
There is a wealth of businesses and organizations in the Upper Cumberland that
care deeply about improving youths’ lives but do not know the extent that youths
are neglect or overlooked in the region. To get this message out, the ARC can
Radio and TV Announcements 5%
Brochure stands 30%
Distribution of brochure stands 10%
Promotion of Seminars and Open Houses 15%
Media Kits 20%
Article and Press Release development 20%
Total 100%
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focus on churches, social service organizations and other not-for-profit
corporations, campus organizations, and local businesses.
2.4.3 Potential donors to meet the needs of the youth mentoring
program
The ARC’s youth mentoring program that is the only service that is not wholly
funded by ARC-diversified. Anytime that the ARC wants to do something with
the youth, they must ask for donations in order to make the event happen. The
ARC also has about one fundraiser a year that allows for a little spending money
for the program. However, time is limited for fundraising and donations make it
easier.
2.4.4 Business organizations to encourage employers to hire people
with disabilities
There is an overall lack of awareness of the amount of discrimination against
people with disabilities. This stems from little education and knowledge on the
subject. The ARC can target business organizations whose members are the
movers and shakers of the community. These include organizations such as
Leadership Putnam and the Upper Cumberland Human Resources Association
(UCHRA).
2.4.5 Consumer Behavior Analysis
Employers do not want to hire people that inconvenience them. People are
weary of new ideas and trying new things.
2.5 The Competition
Just because the ARC is a not-for-profit corporation does not mean that there is
any competition. Our goal is to win priority over other not-for-profit organizations,
other seekers in the job market, other employee representative groups, and other
organizations that depend on donations.
2.6 The Service Mix and Product-market
2.6.1 The Service Mix – Now
Currently, the ARC is a self-sustaining not-for-profit corporation that receives
funding through ARC-diversified and government grants. The ARC offers a wide
range of services to those who are un-served or under-served such as low-
income housing, mentoring programs, and representative payee services.
However, few people know of the ARC’s mission and even fewer agree to help
further their mission.
2.6.2 The Service Mix – The Future
The associates at The Marketeers believe that the ARC can make an even
bigger difference in people’s lives. The end product of this plan will include
9 an increased number of employees placed successfully by the ARC,
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9 more educated employers about the benefits and fair treatment of hiring
referrals with special needs,
9 and increased donations to the ARC’s youth mentoring program.
2.6.3 What are We Selling?
¾ Competent and qualified employees
¾ Improvement of the region’s youth
¾ Improvement of the quality of life in the region
¾ Improvement of the future
2.6.4 What’s the Value?
Good stuff > Bad stuff
Helping the region’s youth not to be society’s problems in the future
Encourage the youth to contribute to society now and in the future
Overcoming people’s negative perceptions of those with disabilities
Diminishing biases
Expanding people’s personal freedoms
Strengthening the Upper Cumberland by connecting its residents
2.7 Positioning
2.7.1 Positioning Strategies
The ARC can position itself as the corporation that implements what it promotes
to the public. Not only does their strategy work, it works really well. Skeptics’
arguments will hold no weight with this approach. The ARC has the proof that it
can be done. Businesses can run effectively with employees who have
disabilities.
2.7.2 The Stakeholders
• Employees at the ARC and ARC-diversified
• People with disabilities
• The region’s youth
• The region’s businesses
2.8 Branding
The unique and outstanding quality of the ARC is that they practice what they
preach. They talk the talk and walk the walk. The ARC’s mission is to help those
un-served or under-served. ARC-diversified does just that through the multi-
million dollar manufacturing facility that employees those who are un-served or
under-served. They also further this through the services they offer. The ARC
sets a strong example for all of us.
2.9 The Strategy
The strategy is best viewed in chart form. See Appendix A.
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2.10
The Marketeers
’s Top Eleven
1. A Breakfast Club to discuss needed improvement in the community
2. Fundraisers every season
a. Spring – Golf Scramble
b. Summer – Bowling Tournament
c. Fall – A Bake-off using ARC-diversified products
d. Winter – A Clothing drive
3. An e-mail version of the newsletter
4. A message board on the website
5. Contributions to lobbyist who lobby for people with disabilities
6. Hands-on workshops for the community to better understand life with a
disability
7. Job-readiness workshops for people with disabilities and employers
8. Re-engineer current website to enhance navigation, accessibility, and to
update the look.
9. Develop a strong public image with a catch phrase or mascot.
10. In conjunction with fundraising events, hold a baking contest using ARC-
diversified’s products.
11. Recruit an intern (unpaid) to handle philanthropic endeavors.
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3 Appendix A – The Strategy
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4 Appendix B – Community Organizations
4.1 Associations
Alzheimer's
Association-East TN
Chapter
2200 Southerland
Avenue Ste H-102
Knoxville, TN
(865)544-
6288
American College of
International
Physicians
225 North Willow
Avenue
Cookeville,
TN
(931)526-
8675
American Red Cross
118 South Dixie
Avenue
Cookeville,
TN
(931)526-
4252
Association-Retarded
Citizens
435 Gould Dr
Cookeville,
TN
(931)432-
5981
Brain Injury Assoc Of
Tn
118 S Dixie Ave # 28
Cookeville,
TN
(931)372-
8900
Cookeville Housing
Authority
701 Buffalo Valley
Road
Cookeville,
TN
(931)528-
8530
Epperson Swallows
Homes
229 Warren Avenue
Algood, TN
(931)537-
3222
Masonic Lodge
Public Square
Cookeville,
TN
(931)526-
2800
United Way
122 South Madison
Cookeville,
TN
(931)526-
2723
Upper Cumberland
Tourism Association
34 North Jefferson
Avenue
Cookeville,
TN
(931)520-
1088
Volunteer Center of
Putnam County
122 South Madison
Avenue
Cookeville,
TN
(931)520-
4898
4.2 Child and Youth Services
A Act Of Love
Adoptions
Cookeville,
TN
(800)277-
5387
Agape
Nashville, TN
(800)242-
7310
Big Brothers & Big
Sisters of Putnam
County
104 North Washington
Avenue
Cookeville,
TN
(931)520-
4876
Busy Bee's Day Care
1649 Biltmore Dr
Cookeville,
TN
(931)528-
1819
Cumberland Family
Centers
600 Jeffery Circle
Cookeville,
TN
(931)528-
2543
Happy Haven Home,
Inc.
998 County Farm
Road
Cookeville,
TN
(931)526-
2052
London Bridge
1175 East Tenth
Street
Cookeville,
TN
(931)528-
6860
Small World Adotion
Programs
Nashville, TN
(800)544-
5083
Therapeutic
Interventions
206 South Jefferson
Avenue
Cookeville,
TN
(931)520-
8988
Triad Children & Youth
Service
122 South Madison
Cookeville,
TN
(931)528-
8002
Youth Villages
148 Shipley Street
Cookeville,
TN
(931)528-
9771
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4.3 TTU Campus Organizations
•
AAUP (American Association of University Professors)
•
Alpha Delta Pi
•
Alpha Gamma Sigma
•
Alpha Kappa Psi (Co-ed Professional Business Fraternity)
•
American Marketing Association
•
American Society of Civil Engineers
•
Association for Computing Machinery
•
Baptist Student Union
•
Beta Theta Pi
•
Black Student Organization
•
Chi Epsilon
•
Delta Gamma
•
Honors Program
•
Kappa Alpha
•
Kappa Delta
•
Kappa Sigma
•
Mortar Board
•
Omega Phi Alpha
•
Omicron Delta Kappa
•
Phi Delta Theta
•
Phi Gamma Delta
•
Phi Kappa Phi
•
Phi Mu
•
Pi Kappa Alpha
•
Pi Tau Sigma
•
Sigma Alpha Epsilon
•
Sigma Chi Fraternity
•
Society of Manufacturing Engineers
•
Tau Kappa Epsilon
•
Tennessee Tech Faculty Women's Club
•
WHET (Women in Higher Education in Tennessee)
•
Zeta Tau Alpha
5 Appendix D – The Deliverables
5.1 Press Release
“It’s that time of year again for the Granny Bunt Bake-Off. The Advocacy and
Resource Corporation of Cookeville, TN, sponsors this event in the hopes of
raising awareness for those being underserved in our community. The Bake-Off
is being held at the Hyder-Burkes pavilion this Saturday where cookers will start
their ovens at 9:00 am sharp. For further information on the Bake-Off, visit
ARC’s website at www.arcdiversified.com.”
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5.2 Seminars
The Marketeers have developed a PowerPoint presentation to inform members
of the community about hiring people with disabilities and providing for the needs
of the region’s youth. See Media Kit.
5.3 Open House
An open house format can be used in conjunction with seminars or events to
allow interested parties an inside glimpse of the ARC. A radio announcement for
an event such as this appears in section 6.6.
Hosts: Employees of the ARC and ARC-diversified
Guests: Parties wanting in-depth knowledge of the ARC’s mission
Re: To see how the ARC gets things done
Time: 5 to 7 on a Monday, Tuesday, or Thursday
5.4 Personal Appointments
An informal and unstructured schedule works best in this type of environment.
Let the interested party’s questions guide the discussion.
5.5 Articles for Publication
Here are some tips to help in the writing process courtesy of the Main Ingredient
at www.ora.org.
9 Write to tell your story, not to fill pages.
9 Create a working title. Your working title helps focus your ideas. Make it brief
(three to six words), use an active verb, and aim to be clever but not obtuse.
9 Provide the by-line, that is, the author’ or authors’ full name(s), title, and
business.
9 Write a lead sentence or paragraph that compels your audience to read the
article. Among the devices you can incorporate into a lead are a surprising
statistic, a witty or shocking quotation, a question, a scenario, or an analogy.
Most important, your lead must be relevant to your topic and get to the point
quickly: What is the purpose of your story?
9 Write freely, and let go of your inhibitions. Don’t attempt perfection in the first
draft of your article. This is the time to get down all your thoughts.
9 Use subheadings in the story to signal to the reader the direction and focus the
story is taking.
9 Pay attention to tone. The tone you adopt is crucial to your article’s readability.
You risk insulting readers by preaching or lecturing. Convey your ideas by
showing, not by telling readers what they should do. Avoid excessive jargon, and
define the jargon you must use. Spell out any common or necessary acronyms
on the first usage.
9 Be comprehensive. Use details that add clarity. Provide statistics, dates, and
quantities that support your points. Note the people involved, the money
required, the time and resources available for a solution, and the tools or
measures used to evaluate success.
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9 Point out the relevance to others. Make your points using examples from your
experience; then explicitly tell readers how they can apply your experience at
their businesses.
9 Write as you speak.
9 Make your conclusion as memorable as your lead.
9 Write a one-sentence author identification (providing the author’s full name, title,
business, and location) at the end of the story.
9 Edit your article thoroughly. Delete unnecessary words and phrases. Turn
passive sentences into active ones. Move paragraphs to achieve continuity.
Make sure that every paragraph follows logically from the one before it. Don’t be
satisfied until every sentence says precisely what you want it to say.
9 Double-check the accuracy of your article.
9
Test your article by asking a few colleagues to read it. They may point out ways
to clarify your message, add an example, or liven up your lead sentence.
5.6 Radio and TV Announcements
“The Advocacy and Resources Corporation or the ARC as we of the Upper
Cumberland are familiar with are holding their fall open house this week. It’s this
Tuesday from 5:00 to 7:00 pm at their offices on Gould Drive. For more
information visit their website at www.arcdiversified.com. The ARC encourages
anyone who is interested in improving the community or just helping out to
attend. Granny Bunt will again cater the even with her delicious biscuits…I don’t
know about you but I can’t wait. I love those biscuits.”
5.7 Brochures
See Media Kit.
6 Appendix C – The Audit
6.1 ARC Questionnaire 10/24/02
Submitted to us by mail from Cristy Milner - received October 24, 2002
Please give a brief history of the organization.
Founded in early 1970’s as a support group for people with mental retardation. In 1987,
the ARC opened an office to assist disabled people with employment and other services.
In 1992, the organization changed its name to “The Advocacy and Resources
Corporation”.
Describe your product.
Provide case management, representative-payee, housing, and children’s services to
persons with disabilities. Also, produce Granny Bunt’s Bakery Mix & My Favorite
Flavors brand instant milk and puddings.
Describe your target market?
For services: disabled population; for products: military and general public.
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Do you compete effectively against other similar organizations? And, if so, how?
There are no similar organizations.
Do you feel that you have a totally dependable product supply?
Yes – we make it.
Do you feel that you provide expedient customer service?
Yes – no complaints.
Can you provide your service with low-cost operations?
Yes – see annual report.
Do you feel your product is consistent in quality?
Yes – ISO 900
Do you deliver your product conveniently to the customer?
Yes – no complaints.
Do you target a broad heterogeneous market?
Yes – we are trying to get into more of a commercial market.
Do you provide several standardized product options that sufficiently meet a
variety of customer needs?
Yes – variety of flavors – nonfat option
Do you make frequent, minor product modifications, but keep products in the
acceptable range of cost and quality?
No
Do you plan operations centrally to find the most efficient means for carrying out
all business processes?
Yes
Do you invest to achieve efficiency-driven production systems? Yes – expanding
production facility by 20,000 square feet
Have you developed information systems geared toward capturing and
distributing information on inventories, shipments, customer transactions, and
costs?
Yes – developed database for that.
Do you maintain a system where efficiency improvement is highly rewarded?
Not really – because of range & severity of persons who have a disability. There are
rewards for safety practices.
Do you apply any research geared toward product development?
Yes – our lab is always trying new products and recipes
Do you feel the organization has better-than-average marketing skills?
Yes- billboard, brochures, website, newspaper articles
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Are you able to take advantage of rapid exploitation of market opportunities that
are presented?
Yes
Do you move new ideas rapidly from concept into actual product (or distribution)
modification?
Yes - modification
Are you a leader in product, distribution, or promotion innovation ideas?
Yes- we promote at every opportunity and are expanding ways to distribute.
Do you focus on customer loyalty?
Yes – we have a customer satisfaction survey.
Do you scan the environment in search of new opportunities?
Yes- we look for employers willing to work with the disabled population.
Do you focus on an attitude of “how can we make this work?’
Yes - always
Do you feel that you view success and failure differently from other
organizations?
Definitely! We are truly “one of a kind”.
Do you provide a flexible product for customized solutions?
We produce bakery mix & food products. These are not “customizable”.
Is there a wide presence of collaborative negotiation skills involved in satisfying
customer needs (product, distribution, or promotion)?
Not necessarily. Our contracts originate from the government.
Do you emphasize customized products that meet a variety of unique customer
needs?
Yes – in the Community Services Division
Do you develop and maintain an intimate knowledge of customer requirements?
Yes – both at ARC-Diversified & Community Services.
Do you consistently “reinvent” solutions as customers’ problems and needs
change?
Yes- both sides but especially Community Services
Do you assess relationships of customers on a long-term, or lifetime bases?
Yes – our “disabled” consumers are ours for “life”.
Do you exceed customer expectations consistently?
Yes – we are ISO9002 certified.
Do you ever form strategic alliances with other organizations to address
customers’ needs?
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Yes – In the past we’ve partnered with employers in the community to provide more
opportunities for persons with disabilities.
Do you have advanced levels or problem/opportunity identification and solutions
systems?
Yes – not sure of details for ARC- Diversified. Providing social services revolves around
this concept.
Describe current situations and trends of ARC
We employ a workforce that consists of 75% disabled consumers. We manufacture food
products for the government and the money brought in by these funds the Community
Services division, which provides its services free of charge.
Review ARC’s performance over the last three years
The company continues to grow and expand. Each year we win awards for our work and
achievements.
List key issues of ARC
Safety for employees, quality of product, providing effective solutions and “gap” services
to the disabled population.
What are ARC’s objectives to its benefactors (customers)?
Provide products & services that meet and/or exceed customer expectations.
What benefit would you like to see our group accomplish for your organization?
Possibly a promotional item to promote awareness of services available to disabled
consumers as well as educational information to the general public regarding issues of
employment and/or transportation (or the lack of it) for these people.
6.2 ARC Interview 11/08/02
Are you restricted by lack of funds in any Community Services program area?
Perhaps the Mentoring Program- ARC has a 3yr. contract with CSA. The Community
Services Agency (CSA) gives X amount of dollars and this covers ARC’s expense of
mentors and transportation – there is no extra money. Fundraising events must raise
any money spent for the supported children’s recreational activities. Recently, a golf
tournament raised $3,000. These monies, along with in-kind donations of tickets to
games, etc., allow children to attend and participate in recreational functions. Any extra
money raised is needed for children’s activities first. ARC does not budget for any
marketing expense here, unless much more money could be raised.
What Community Services program area do you wish to utilize most in the near
future?
• The new program, Ticket-to-Work for the Employment Services Program - this
program is a result of new law that allows SSI individuals to keep their SSI
income they draw and health insurance they are presently on (Medicaid) while
still working and earning wages
• Awareness of the opportunities for employers to hire qualified candidates who
are disabled
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