ideal marketing plan

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Respond to Tawnya and Noeme post


Creating the ideal marketing plan requires many steps and gathering data. “Knowing the needs of the customer and having a clearly articulated mission will help to target the message to an audience who will be most interested in the service that is being provided” (Sciarra, Lynch, Adams, & Dorsey (2016) p. 340). To find these needs, a needs assessment can be done. After gathering the results, a plan can start to form. Creating a Strength, Weakness, Opportunities, and Threats chart (SWOT) will give you a broader view on how to target your population.

“The first step in conducting SWOT analysis is to identify your stakeholders and data that has already been collected” (Sciarra, (2016) p. 340). Your stakeholders will guide you into the right direction for a plan of action. Looking at the type of population including the children, families, and staff members will give you the data to create your SWOT. Moving forward with the data, now to breakdown your SWOT data analysis and create a marketing plan. Strengths; reviewing this section will give you an objective overview of any changes needing to be made. Strengths can consist of staff, location, cliental, and possibly opportunities. If there are areas of weakness this gives us the ability to make changes. Moving forward with those changes leads us to Weakness, do we see a pattern of areas? What can we do to upgrade or change these areas we have identified? Moving on next to Opportunities, what options do we have beyond what we have now? Is there room for growth both financially and structurally? Finally, Threats to evaluate. Are we looking at opening a facility next door to two other highly rated centers that may cause us competition and difficulty building a successful business? Is there a possibility that the area is losing population and economic strength? Gathering the data and taking a step back and reviewing all the pro’s and con’s will give us a bigger picture when deciding which way to market our audience.

Taking a look at the strengths from all the gathered data will give you a good direction to follow for reaching protentional public relations opportunities. For an example, location, your childcare facility has a prime location in your town and your coming up on your grand opening soon. Planning an open house/carnival event would be a great way to gain the public’s attention to come tour your new facility. Reaching out to the local newspapers, radio stations, and news stations will give you an expanded audience to reach. Invite them to your event as well. Using the strengths from your data will give you the ideal marketing strategy for your public relations effort. Once you have reached your audience and your event is underway, give tours, answer questions, have applications on site, provide classroom information, and make it fun for the kids! When parents see the kids having fun, that’s advertising in itself. Face painting, coloring contest, games, and balloons always area hit with little ones. Creating an environment that gives a lasting impression will be one of the most marketable moves you can make. People talk by nature, word of mouth is a very valuable way to spread information.

Part 2:

When dealing with threats in the analysis, we need to pay close attention to the severity. How many threats are we dealing with? Making a list of them in order from least to most severe would be beneficial. Taking a look at what we have more control over, such as, sanitation issues. This is a more manageable threat than a local childcare center a block down the road that just expanded and now is hiring and accepting new applications for families. When addressing a more severe concern such as competition, a plan of action should be made. What is the threat? For example, the childcare center down the road. They will be accepting new families and hiring more staff. Threats to first be concerned about, loosing your staff and families. The facility would need to draw some attention to increase the focus on us, not them. Run an open house, create a parent’s night filled with trainings and education, offer advocacy assistance, have a re-grand opening, or start a parent’s club. There’re many opportunities to involve the families, staff, and the public to refresh the facility and draw new attention. Threats can be scary and cause stress, but taking these negative situations and finding a positive way to address them will reduce adding to the list of other threats that may arise in the future. Continuing to focus on sharing new and exciting news about your facility will create opportunities to connect with the public and let them know what’s new and upcoming.

Part 3:

Advertising to different generations can be difficult. “The perceptions of families who may be interested in the program and their process for making decisions vary based on a wide range of factors, including the generation that they are part of” (Sciarra, (2016) p. 342). Generations have changed dramatically over the last 20 years. The differences between how society gathers information is different now a days. Baby boomers to millennials is a completely different world! Connecting this generation gap will be difficult. While there are some baby boomers that have grasped onto the new wave of technology, there are many that haven’t. After analyzing the SWOT data collected, a direction now can be made on how to reach these very different generations. Starting with baby boomers, this older generation is slowly adapting to the fast-paced world of technology. Some are faster than others, but they are catching up. In this generation we are more likely to see grandparents that are caregivers for the children, there may be an occasional older aged parents. Typically, not always, this generation can be reached by newspapers, flyers, phone calls, and T.V. commercials. Not ruling out that this generation doesn’t use Facebook, but I think for the most part when there are looking for information they go to the more concrete resources. Generation X is more of in between age group. As young kids, they were still exposed to many resources that the baby boomers still use. I myself feel stuck in the middle between Gen X and Millennial, in the past I used a phone book to find a business but now I ask Google and I have information at my fingertips within seconds. When it comes to marketing Gen X, there is a good range of options including “old school” and the new age that Millennial’s are exploring. When marketing to the new aged generation, social media and the internet are going to be the direct route. I personally haven’t seen a phone book or read a newspaper in a very long time! I don’t even have cable to watch for advertisements. Facebook and Instagram are the way to go in this day and age. These social media marketing platforms can provide multiple ways to advertise. Childcare centers can create their own Facebook page or even a business page to share events and information. With the growth of technology, there are endless opportunities to reach all audiences in some way or another as all generations continue to evolve.

Noeme post


Part 1: Describe the steps involved in completing a SWOT analysis

The purposes of the SWOT analysis is guide the user through an evaluation of internal and external factors that can impact the success of a business or a program. ( Scierra, 2016) The SWOT analysis also helps program administrators focus on strengths minimize weaknesses, and threats, and take the greatest possible advantage of opportunities.

The first step one should take in the SWOT analysis is to identify your stakeholders and data that has already been collected. The stakeholders are those who will be most affected by the business. In this case, this is why they would provide the best input on how the business can strengthen and what they may suggest is needed. Some of the data that is collected may come from, program needs assessment, QRIS, family questionnaires, children’s ongoing assessments and improvements and so forth. Second, after data has been reviewed and collected and stakeholders opinions and questions have been received, this would be the next step in trying to gain even more information about what stakeholders think of your program regarding your strengths and weaknesses.

After gathering all of the information necessary, it is up to the board, director and any other employees to review the information and come up with an agreement on what they need to do and what changes need to be made in order to improve the quality of the environment. The information provided also benefits the owners by identifying the groups of people that the program will target. After identifying the groups, the director can now focus on providing the right information and changes made to the public that will help bring in more families. Certain topics may be discussed whether through social media advertising or other forms of marketing. Advertising the changes made and allowing the public to be aware the their opinions matter will help gain public relations.

Part 2: What marketing strategies would you use to address these threats and minimize their impact?

In order to address the problems that arise when gathering information, the director must plan to organize some sort of announcement or meeting with the public involved in order to acknowledge their concerns and provide feedback of their plan to improve their quality. One way of doing so is through open house and program events offered to the public. Allowing families to enter into your facility and making them feel welcome is a great way to attract your target audience. After you have accomplished this task, the next step is to get your point across of how you will work to fix the problems and acknowledge the publics concerns. There are several ways of doing this, providing brochures, photographs, mission statement, changing your explanation in your school philosophy and more.

Part 3:

” Not everyone sees through the same eyes or hears through the same ears” ( Wassom, 2004).

Different generations means different ways of thinking. Boomers, Generation X-ers, and millennials, all have very different opinions and ways of gathering their own information. Because of this, programs must try and advertise their school in several different forms if possible. When we think of millennials we think of the new generation who is invested in technology and very tech efficient. For this reason, program owners must consider advertising their program through social media and their own developed websites. These sites should provide ample information on what they offer and how their school manages to be different than all others in their area. What does this school offer that others do not? And how will my child benefit from their program?  The sites should pop out and provide ease and simplicity as well for those who are not ”tech-savy”. When being considerate of Boomers and Generation X-ers, program owners should look for opportunities in catalogs, television, or bulletins, since they seem less enticed to gather their information through the internet. The bulletins, catalog advertisements and television commercials should catch a person’s eye and relate to their views on education and Early Childhood.

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