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Marketing Plan for CASA

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Christine Riner

on 8 May 2013

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Transcript of Marketing Plan for CASA

Marketing Plan for CASA of CASA's Strategies and Goals Implementation About CASA Why? Who? Buyer Persona What? "The mission of the National Court Appointed Special Advocate (CASA) Association, together with its state and local members, is to support and promote court-appointed volunteer advocacy so that every abused or neglected child can be safe, establish permanence and have the opportunity to thrive." Background founded in 1977 the first CASA program was founded by David Soukup in Seattle, Washington there are 57k volunteers and 220,129 children in the dependency system there are currently 940 program offices serving children in 49 states Executive Summary It is for a good, unique cause -You are helping abused and neglected children find a home women women 25-70 those interested in fashion middle-aged moms older philanthropists working women Customers can buy shoes from CASA and the revenue is donated to helping abused children Desired actions: We need people to buy these shoes, donate, contribute, become a member, and/or volunteer at their local CASA Proof: It has been quite successful in helping children - A child is more likely to be adopted with a CASA volunteer, half as likely to re-enter foster care -Children with a CASA volunteer are more likely to do better in school Where? Social Networking FaceBook
Mommy Blogs
Blogs How? Personality and Tone Creativity Marketing Tactics Keyword Phrases good attitude upbeat intimate compassionate caring personality tone thoughtful -effective slogans/logos -develop a youthful look -be a dreamer; have goals -have fun/creative events -change is good shoes help children CASA volunteer neglected child advocacy -be diverse donate inspire CASA Podcast YouTube Twitter @CASAforChildren -www.youtube.com/casaforchildren Blogs http://blog.casaforchildren.org Google Plus, LinkedIn, Flikr, Foursquare Target Audience More printed ads and campaigns Social Media Effect Utilize these social media sites to build your brand, make content go viral, interact with your audience, and inform the audience about upcoming events social media goals brand strengthening word of mouth customer satisfaction generating new product ideas promoting advocacy The primary focus of this social media marketing plan is to use the social networks to drive business, interest, and revenue to CASA. Goals strengthen the brand spread the word about CASA drive word-of-mouth recommendations promoting advocacy gain more volunteers, donators, etc Competitive Analysis SWOT Analysis Strengths Weaknesses Opportunities Threats Actively posting on FaceBook Strengths Weaknesses Not active on Twitter, blogs, and YouTube Not present at all on Foursquare, Flikr, LinkedIn, which are important platforms for location marketing Lacks the effective use on social media Very low budet; their budget is less than 1/3 of what it once was Lacks advertisement and word-of-mouth publicity generating new product ideas Expensive, which could be a reason for low turnout
-entrance fee has raised to $45! -don't commit to an aggressive social media presence because of the inherent risks and costs Opportunities Collaborate with volunteers to create a greater social media presence Nobody picked up the phone when I called at 11 AM The target audience is actively present on FaceBook, Twitter, and LinkedIn so this would be a good way to promote CASA Since this event is related to shoes, which everyone needs, there is the potential to have a very large target audience Be active on Foursquare or other social location services would be beneficial -The emergence of Foursquare and mobile apps are great because they allow you to check in and earn rewards Threats CASA has a very low budget because it is a non-profit organization -CASA has suffered 2 years of reductions in support of the federal government due to cutbacks -Budget is barely a 1/3 of what it used to be Day of the week the event is being held Expensive The money is going to a good cause Helps abused and neglected children -Most people work during the week Many CASA programs are forced to cut back staff and some places are close to the point of closure Have successful outcomes due to hard working volunteers -these children do better in school -half as likely to re-enter foster care -more likely to be adopted Increase social media presence post content of interest to target audience that is funny, related to fashion, community events, etc


post content atleast 3 times a day

light and funny ads
average of 15 tweets per day

retweet a lot

offer giveaways

ask a lot of questions

respond to questions and comments quickly Mission Statement To be Successful, CASA Must: create, monitor, manage, track and tune content on social media sites such as FaceBook, Twitter, and blogs implement a budget plan promote advocacy continue to develop their brand create many affordable events grow and develop
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