Shepherd Center Central

Executive Summary

Shepherd center of KC Central has developed a marketing plan with the primary goal of increasing share of the market for Adventures in Learning Program. Our target market is midlife and older adults aged 50 and above. We have acknowledged our service area as Jackson County (MO) and Johnson County, KS in the Kansas City metropolitan area. Thus, we will ponder our marketing efforts on Western Jackson County (MO) and Eastern Johnson County, KS.

This marketing plan describes, core services offered in including the organization's mission, vision and core values. We examined our position in the current market as compared to our main competitors. The plan also included the performance of a SWOT analysis to identify the strengths, weaknesses, opportunities and threats in the current business climate for senior volunteer healthcare organizations in general, and adventures in learning, specifically. We use the 4 P's of Marketing as a guide to identify what we are offering; how it is unique from our competitors; the means by which we are making it available to the public; and how we will promote it to our target audience.

Later, we have established clearly identified and quantifiable marketing goals and objectives, for our marketing plan, as well as a budget for our marketing activities, over a 6-month time period. Our marketing plan concludes that if we are successful at implementing our plan, we can expect to see a 12% increase in our market share for adults in Learning Program over a 6 month period of the plan.

The budget for the marketing plan is $5000 a year, which we have projected, will result in a return of $2 for every $1 spent on the plan. We believe that budget goals and objectives of this plan are realistic, measurable and practicable within the timeframe and the budget as proposed.

Business Overview4

Organization Mission and Vision Statements4

Mission4

Vision5

Marketing Position Statement5

Market Analysis6

SWOT9

Market Segmentation11

Marketing 4P's11

Product11

Services it offers12

Volunteer Role Opportunities12

Price14

Position14

Promotion15

Marketing Goals15

Budgets15

Implementation Plan16

Promotional objective16

Promotional Budget16

Promotion Initiatives17

Public Relation17

Advertising18

Sales Initiatives18

Measurements19

Promotional Implementation Plan20

Advertising20

Marketing Collateral21

Brochures21

Newsletter21

Flyers21

Promotional Implementation Plan22

Shepherds Center Central

Business Overview

Shepherds Center Central is a not-for-profit, community-based organization located on Oak Street in Kansas City, Missouri. The organization is currently leading the market in making efforts for the regional people and ensuring that people can live their aged life successfully and with dignity, security and respect. In the month of January 2013, SSC has merged with WCS, and the combined organizations started working under the name of Shepherd's Center Central. From the annual report of Fiscal year 2011, it is seen that 2011 is the record year, in which the largest number of adults crossed the age of 65 by a rate of 10,000 per day for the preceding 19 years. In regards to this shift of population, Shepherds' Center Central is recognized, for serving the growing demographics by making vast expansion of their connections, programs and partnerships in the biggest Community of the city of Kansas. This senior volunteer organization set new growth records in membership volumes, acuity of cases, facility expansion and support for ...