Marketing Plan

Our goal is to increase outreach, awareness and support for the mission, volunteers,
including pursuing public speaking and community event opportunities.

Key Messaging

100% local – all funds raised directly benefit at risk children on the Eastern Shore of Maryland.

Mentoring greatly improves the lives of children facing adversity, reducing likelihood of drug
addiction and seeing improvements in their success. This includes a 93% improvement rate in
academic performance, self-confidence, and relationships with family.

Traditional Marketing

News Releases – Press releases to local media outlets encouraging participation and increasing
awareness about BBBSES.

Appearances – Appearing on local news and talk shows. Appearing on radio shows to discuss
current events and increasing Brand awareness. As well as providing local news with video
clips.

Resource toolkit – Currently developing annual report and statistic related flyers.

Digital and Email Marketing

Website blog –Sharing upcoming events, community updates and current BBBSES events

Newsletter – Sent to donors, volunteers, friends, and community leaders sharing current events
and BBBSES information

Maintain and grow active, up to date database of key contacts, including school and business
leaders.

Social Marketing

On all platforms (Facebook, Twitter, Instagram, Tik Tok, YouTube) – Consistent posting of
community events, statistical data of BBBSES, benefits of mentoring, details of program,
and general positive enrichment information. Increases Brand Awareness and community
relationship. Consistently working to increase presence on local and regional stage to
improve Brand awareness. Implemented social campaign to improve community
knowledge of benefits of Mentoring and Enrichment. Visual posts (images and videos)
designed to focus on positive encouragement of our youth.
Community Connections

Corporate Partnerships – Dual purposed to raise awareness among the community and
developing long term sponsorship and/or donation partners. Provide presentations increasing
awareness of program and requesting participation in BBBSES events.

Events – Host events designed to raise both awareness and donations with themes compatible
with mission of BBBSES.

• Enrichment Workshops
• Bowl for Kids’ Sake
• Golf for Kids’ Sake

Proactive Board Development - Creating connection between BBBSES and community leaders
through recruitment of key Board holders who embody active participation and leadership.

Internal Strategic Plan

Training of Staff – New and ongoing training of staff to ensure messaging internally and
externally.

Employee Advocacy Program – Implement and encourage growth of employee advocacy

program to capitalize on staff as Brand ambassadors

Ongoing Research and Development of Marketing

Research – Ongoing research of newest technologies and training to ensure marketing plan
remains relevant and optimized.

Creative Strategic Planning –Marketing will be a standing agenda at board meetings to ensure
progress and development of Marketing Strategy. Integrating Marketing Committee goals with
staff implementation.

Evaluation

Return on Investment Implementation – Consistent evaluation of ongoing plan to ensure success.

• Community involvement
• Brand awareness
• Event success
• Fundraising goals
• Children facing adversity

Activities and goals recently implemented

• Proclamations throughout the month of January – National Mentoring Month

• Increased, consistent social media campaign
• Increased awareness through representing BBBSES at Health-related expos and events
• Appearances on local community shows, i.e. Delmarva Life
• Fundraising events – including Littles and providing additional awareness opportunities
• Big Ask – mailers, email and social media
• Maintains relationship with community leaders throughout the counties served
• Maintains an active social media presence to keep donors and the community up to
date with BBBSES