African Drum & Dance Parent Association Marketing Plan Marketing Plan 2017.pdf · main focus is the...

African Drum & Dance Parent Association Marketing Plan 1

VERSION 1.0

SEPTEMBER 30, 2017]

African Drum & Dance Parent Association

Marketing Plan

PRESENTED BY:

PL HAWKINS & ASSOCIATES


Executive Summary 3

Situational Analysis 4—9

Marketing Strategies 10—20

Financials 21—26

Controls 27


1.0 Executive Summary

The African Drum and Dance Parent Association’s (ADDPA)

Board of Directors and Staff developed this Marketing Plan

with assistance from Pamela Hawkins, Consultant (PL Hawkins

& Associates). It provides ADDPA with a “blueprint” for market-

ing activities, services and organizational development. The

Board of Directors and staff will review the progress of the plan

quarterly. In addition we will review and update the plan an-

nually as needed.

Board Members and Staff were significantly involved in the

process of developing this Marketing Plan. In addition, volun-

teers, parents, artists, and community advocates submitted

ideas. Participants met monthly beginning March 2017

(concluding August 2017) to brainstorm various issues and

were assigned “homework” to further investigate the issues dis-

cussed. Staff and Board of Directors compiled the data to


2.0 Situation Analysis 2.1 Market Summary

2.1.1 Market Geographics

ADDPA serves the Greater Flint Community. With the majority of participants from

Flint, others reside in Genesee County Communities which include Burton,

Clio, Davison, Flint Township, Grand Blanc, and Swartz Creek. Classes are also

held in Detroit (Wayne County) and Saginaw (Saginaw County).

2.1.2 Market Demographics

ADDPA serves participants throughout Genesee County. However, the organization’s

main focus is the Flint Community. According to the US Census Bureau, Flint has a

population of 97,386. 27.3% of the population consists of children under the age of

18. That would equate to 26,578 children who could be potential participants.. The

median income in Flint is $24,862; per capita income is $14,765 and 41.2% residents

live in poverty. Racial Make-up consists of 57% African American, 37% White, and

6% Other (includes Latinos and Asians).

2.1.3 Market Needs

ADDPA’s target market is African American Youth who are at risk of “dropping out”

of school, have emotional or learning disabilities, and live in underserved neighbor

hoods that offer limited or no Art opportunities. In addition, ADDPA is pursuing the

possibility of expanding programs to Veterans with post-traumatic stress disorder.

2.1.4 Market Trends

From operations and technology to marketing and fundraising, there are many trends

shaping the nonprofit sector. Following are five (5) Trends projected for the Nonprofit

Sector In 2017:

(1) Donations will Increase in 2017

(2) Declining Engagement on Social Media

(3) Increase in Mobile and Email Fundraising

(4) The Rise of “Internet of Things “

(5) Nonprofits will Partner with Social Justice Movements

2.1.5 Market Growth

Over the last decade, nonprofit sector growth has expanded, the total amount of non profit organizations increasing by over 17%. The implementation of the Affordable Care Act and increasing support for education at all levels helps to explain the nonprofit sector’s growth.

http://www.bls.gov/ooh/management/postsecondary-education-administrators.htm


2.0 Situational Analysis 2.2 SWOT Analysis

In 2016, ADDPA’s Board of Directors, Staff, Student Representatives, Parents, and Volunteers

engaged in Strategic Planning process. Part of the discussions included a S.W.O.T. Analysis

where the organization brainstormed its strengths, weaknesses, op portunities and threats.

The following results are included in the following chart:

Internal/External Analysis

S.W.O.T. Analysis

Strengths Internal

Weaknesses Internal

Opportunities External

Threats External

African American Drum &

Dance Group Ageless Ample Number of Instruments Artistic Connection & Network Authentic Art & Historical

Background (Authenticity) Community Culture Drumming, Dancing Family-Friendly Grand Rapids Relationship Great Experienced Teachers Location Longevity Long-time Board Members Receptive, Quick Learning

Students Relationship with outside

Family Ruth Mott Foundation Support Special Needs Educators Unique Style West Michigan Jewels of Afri-

ca 20+ Years Experience

Advertisement/Marketing/

Outreach Age of Participants (current) Committees to Raise Funds

(Bodies) Lack of Knowledge on Or-

ganizations Lack of Proper, Informative

Website Limited Community Involve-

ment Limited Operating Funds Money/Finance More Representation Own do not receive the Cul-

ture Parent Involvement/

Participation Recruitment Seriousness of the Work Transportation Volunteer Participation

ASA at UM-Flint Bridge gap between races,

generations through enter-

tainment Community Events-

Involvement Establishing a Business Expand into Manufacturing Fine Arts – Through Organiza-

tion Flint-Downtown Area Health and Wellness Increase in Potential Students Learn Discipline

Meet new artists world-wide Professional Development Serve Community & Other

Communities

Socialization

Travel Manufacturing Instruments Media Reach (Both Traditional

& On-Line Neighboring Cities & Schools Private Sector Reach Public Places (e.g. Malls, etc.) UM-Flint Connection

Churches Commitment – Lack of Stu-

dents Competitors – Lack of Trust Lack of Money/Finances Loyalty & Trust Modern Dance Companies No Secure Board Outside Funders investing into

Organization Partnership – Don’t want to

open doors Return on Investment of Stu-

dents Scheduling – Class; Conflicts

with Competitors Schools & Partners to work

with Organization Tradition vs. Generation


2.0 Situation Analysis

2.3 Competition

Competitors

Organization Executive Director

Address Phone Email/Website Genre/Services

Chinelo ‘Chi’ Amen-Ra

Individual Artist

Wayne State Univer-sity

College of Fine, Per-forming & Communi-

cation Arts 5`04 Gullen Mall

Detroit, MI 48202

313-757-0616 313-577-4273 313-577-5342

[email protected]

West African, Central African, Haitian, Cu-ban & Puerto Rican

Drums Teaching Experience Detroit Institute of Music Education,

Detroit Public Schools, YWCA Per-cussion Workshops

Heritage Works Rhonda Green

1927 Rosa Parks, Suite #130

Detroit, MI 48216

313-496-4000

info@ heritageworks.org

Community & Youth Programs focusing on

African culture, dance, drumming, music, & folklore

Carolyn Koebel Individual Artist

Kalamazoo College Percussion Ensemble

1200 Academy St, Kalamazoo, MI 49006

269-387-4679 269-337-7070

Carolyn.koebel @gmail..com

[email protected]

Music Therapy West Africa Dunuya

Drum & Dance; Diaspra (Cuba,

Carribean, North Afri-ca, Brazil &

Arabic Traditions

Leah Ivory Drum & Dance

Leah Ivory

2136 E. Shiawassee Dr.

Grand Rapids, MI 49506

616-633-8148 [email protected] West African Drum-ming; Certified Djem-be Instructor; Private

Lessons

West Michigan Jewels of Africa

Jewellyne Richardson

1541 Eastern Ave. SE Grand Rapids, MI

616-633-8148 420 Eastern Ave. SE Grand Rapids, MI

49503

West African Dance, Drum, Craft, Singing

Workshops, Costume Design, and Residen-

cies Lectures/

Demonstrations Family Reunion Per-

formances Youth and Adults

mailto:[email protected]

mailto:[email protected]


2.0 Situation Analysis 2.4 Services

ADDPA provides West Africa Drum and Dancing Programs for adults and children. Follow

ing are the programs offered:

Program Description

Cosaan Authentic Resource on West African

Drum and dance that promotes cultural

exchange and self-awareness

Youth Moves Summer Camp Consists of cultural art classes from pro-

fessional dance instructors

Kuungana 3-day dance and drum workshops

taught by national and international

West African Drumming experts culmi-

nating with a concert

After School Programs Expanding offerings to schools in the

North Flint boundaries

Employment/

Entrepreneurship

Participants will build drums, design

jewelry and other accessories. The ulti-

mate goal is to establish a manufactur-

ing facility and create employment in

the Arts.


2.0 Situation Analysis 2.5 Keys to Success

ADDPA’s Keys to Success includes the following:

(1) Quality instruction to all participants by Professional Artists

(2) Global Program Expansion (3) Increase Self Esteem and Cultural Awareness through Parental, Youth, and Community

Involvement

(4) Marketing and Technology Advancement to Increase Program Participation, Community

Support, and Operations Efficiency

(5) Diversified Funding

(6) Employment Opportunities and Entrepreneurship

2.6 Critical Issues

(1) ADDPA’s focus should be inclusive so that all children, regardless of their abilities, have the opportunity to participate in drumming and dance. (2) Participants should be provided with quality instruction by Professional Artists 3) It is important to provide both adult and youth participants in an immersion into a foreign culture (through our West African programs) so that they become knowledgeable and gain an appreciation for other customs and traditions. (4) Understanding other cultures make people more tolerant and accepting of their differences. (5) Improving listening skills, academic performance, and behavior by engaging in drumming and dance activities. (6) Gaining self-awareness, self-esteem and respect for peers while developing leadership, em ployability and entrepreneurial skills. Should be a goal in providing life skills for youth participants. (7) It is essential the organization commit to providing a loving, nurturing, and safe environ-

ment so that juvenile delinquency will be deterred, participants’ grade point averages will

increase, and teen pregnancies be reduced.

(8) Increase staffing so that programs can be executed efficiently and maintenance of opera-

tions

(9) It is crucial that ADDPA diversify its funding sources, especially unrestricted funds. With

out this there will be limited finances for operating and program expenses.

(10) Increasing marketing efforts is greatly needed. Within the last year, ADDPA developed a

website. The organization needs a webmaster to keep the site updated with informative

information. In addition, there needs to be more outreach throughout the community. A

marketing team or committee should be established in order attract more residents to par-

ticipate in ADDPA’s programs.


2.0 Situation Analysis 2.7 Channels

Presently, ADDPA’s utilizes the following Marketing Channels

(1) ADDPA Website

(2) Social Media (Facebook) (3) Public Service Announcements

(4) Special Events

(5) Post Cards & Flyers


3.0 Marketing Strategies

3.1 Mission & Vision

3.1.1 Mission Statement

The African Drum & Dance Parent Association’s Mission is to expose Flint Area Youth and Adults to West African Artists and cultural traditions that encourage self-awareness, youth leadership, and community pride 3.1.2 Vision Statement

We envision a global drumming and dance organization that encourages self-aware

ness, self-esteem, and respect for others while providing opportunities in cultural en-

richment, performance, leadership, employment and entrepreneurship in the arts re-

gardless of abilities.

3.2 Marketing Objectives

3.2.1 To realize an annual growth rate of 5% greater than the previous year

3.2.2 To diversify our revenue stream through the development of a marketing campaign that

will be targeted toward businesses, corporations, private foundations, government enti

ties, and community leaders so that they would be aware of ADDPA’s programs for

future funding opportunities

3.2.3 To create a visible profile in the Greater Flint Community

3.2.4 To provide professional development opportunities for Board Members, staff, parents

and volunteers to be Ambassadors for the organization



3.3 Financial Objectives

3.1.1 Increase ADDPA’s revenue by 5% each year

3.1.2 Meet Operating Costs

3.1.3 Increase Fundraising Efforts by 10% each year

3.1.4 Increase Related and Unrelated Business Income by 5% each year

3.1.4 Create a $10,000.00 Endowment Fund within 10 years for future sustainability

3.15 Ensure ADDPA is in compliance with the IRS Laws and maintains its 501c3 tax-

exempt status

3.4 Positioning

ADDPA is the only non-profit organization in the Flint area that offers West African Drum

and Dance classes. Classes are offered during and after school for youth and during the day

for adults. In addition, the organization also hosts a Youth Moves Summer Day Camp for

six weeks where children learn drumming, dancing, folklore, Swahili, and crafts. The second

weekend in November, the Kuungana Conference is held in Flint where world-renown West

African and Michigan Artists teach special techniques to participants. The conference culmi-

nates with a live concert. ADDPA is positioning itself to establish a manufacturing facility to

build/repair drums,. sew garments and design jewelry for retail. This will create employment

opportunities and exposure to entrepreneurship.



3.5 Target Marketing

The Target Market for ADDPA’s programs are:

3.4.1 At-Risk Flint Youth ages 5—18

3.4.2 Youth with Disabilities

3.4.3 Low Income Families in underserved neighborhoods

3.4.4 Veterans with Post-Traumatic Stress Disorder

Target Market

At Risk Youth Ages 5-18

Youth with Disabilities

Low Income Families inUnderserved

Neighborhoods

75%

15%

10% 5%

Target Market Forecast

Potential Participants Growth 2016 2017 2018 2019 2020

At Risk Youth Ages 5-18 3% 515 530 545 561 577

Youth with Disabilities 2% 385 392 399 406 414

Low Income Families in Underserved Neighborhoods 5% 20 21 22 24 26

Veterans with Post-Traumatic Stress Dis-order 10% 0 10 11 12 13

Total 20% 920 953 977 1003 1030



3.6 Strategy Pyramids

3.6.1 Program Awareness

Program

Awreness

Social

Media

Electronic

Media

Website

Blog

Interview YouTube

Press Release Demonstration




3.6.2 Create Alliances

Create

Alliances

Face-toi-

Face

Meetings

Phone

Calls Event

Collaboration

Kuungana

Conference




3.6.3 After School Programs

After

School

Programs

Contact

School

Principals

Contact

Apartment

Complexes

Collaborate

with Youth

Quest

Flyers in

Mailboxes

Flyers

sent

home

Direct

Mailings

Orientation

Direct

Mailings




3.6.4 Secure Funds

Secure

Funds

Donor

Solicitation

Letters

Annual

Meeting

Mailings

Social

Media

Crowd

Funding Donation

Page

Website

Acknowledgements




3.6.5 Participant Retention

Participant

Retention

Newsletter

Survey

Evaluation

Email

Electronically

Mailings

On-Site

Electronically



3.7 Marketing Mix

ADDPA’s past experience in attracting the majority of our participants has been through

“word-of-mouth”. Individuals will see our performances around the community and become

interested in our programs. However, for those in underserved neighborhoods could benefit

from our offerings but have never had the opportunity or finances to engage in performing arts.

Therefore, ADDPA needs to identify and implement Marketing Strategies to include this popu-

lation

.

3.7.1 Services and Service Marketing

ADDPA offers five programs: After-School Programs, Cosaan, Kuungana, Employ-

ment/Entrepreneurship, and Youth Moves Summer Camp. Our organization is interest-

ed in global expansion in that we are in the process of planning a trip to Senegal in

2019. This will enable participants and the community to immerse themselves into the

West African Culture “first-hand”. Since ADDPA has extensive experience in provid-

ing programs to youth and adults with disabilities, we are exploring the possibility to

offer drumming classes to Veterans with post-traumatic syndrome. This area has been

neglected but seems to be a trend in other communities across the country. ADDPA

will partner with a licensed therapist for this venture.

In order to accomplish these goals ADDPA needs to market our services to a broader

constituent base. Our promotion efforts should align with our programs to include gen-

eral marketing for all offerings and targeted publicity and/or advertising for specific

services.

3.7.2 Pricing

As a non-profit organization, ADDPA will continue to price events and classes at a

nominal fee so that our target market can benefit from the programs. Therefore, an ag-

gressive fundraising campaign must be implemented to accomplish this goal.

3.7.3 Service

ADDPA will provide quality programming employing professional artists in its classes,

conferences, concerts, events, exhibitions, and summer camps. All marketing materials

and medium will be professionally designed. Programs will be monitored and evalua-

ted continuously so that improvements in program content will be instituted when ne-

cessary.



3.7.4 Promotion

Potential mediums to utilize marketing would be the local newspapers (e.g. The Flint

Journal, The Courier, Our Neighborhood), publications (Our Town), geneseefun.com,

billboards, social media (e.g. Facebook, Twitter, Instagram, InstaChat, etc.), ADDPA’s

website, Email (Blasts), Internet, Quarterly Newsletter, brochures, flyers, postcards,

Direct Mailings, Electronic Media. Promotion will be focused around the following

principles:

3.7.4.1 Increase the usage of technology to expand marketing activities

3.7.4.2 Enhance our profile within our targeted markets and areas of specialization in

West African Culture, dancing, dance, Swahili, and entrepreneurship

3.7.4.3 Expectation that staff Board of Directors, parents students, participants and vol-

unteers will be Ambassadors for ADDPA in promoting the activities of the org-

anization

3.7.4.4 Leverage “word-of-mouth and referrals from stakeholders to make this an inte-

gral part of our marketing strategies

3.7.5 Channels of Distribution

More staffing is necessary to engage a comprehensive marketing campaign. In addi-

tion to the present staff, essential positions would include a Marketing Coordinator,

Webmaster, and Development Officer. In the interim, until adequate funding is se -

cured, the following individuals or committees will have to commit to engaging in mar-

keting activities:

Position Responsibilities

Executive Director Schedule meetings with small business owners,

corporations, school principals, and funders

Board Members Ambassadors for organization; conduct

presentations to civic clubs

Staff Design brochures, flyers, posters, postcards; up-

date website and database; Market Research

Parents Direct Mailings - Stuffing envelopes, Labels

Volunteers Direct Mailings - Stuffing envelopes, Labels


3.0 Marketing Strategies 3.8 Marketing Research

3.8.1 Market Research is the process of gaining information about the market. Primary mar

ket research is research ADDPA will conduct . This will include (1) designing sur

veys, (2) distributing surveys to existing and potential participants (parents of students

if they are under the age of 18), (3) establishing focus groups (small group of people

contacted to convene a discussion of our programs and potential future programs), and

(4) Meetings with competitors to develop partnerships, establish shared resources, and/

or collaborate on events.

3.8.2 Market Research can also come from Secondary Resources. This information is ac-

quired by researching data bases pertaining to Performing Arts and Culture; phone con-

tacts, emails, or letters to representatives of these resources. There may be nominal

fees attached to this type of Market Research.

3.8.2 ADDPA will utilize a two-prong approach in gathering information:

Primary Market Research Secondary Marketing Research

Market Surveys

Focus Groups

Competitors

Michigan Council for Arts & Cultural Affairs

National Endowment for the Arts

Performing Arts Scholarly Journals

Federal Government Statistics

U.S. Census Bureau

Educational Resources

Michigan Department of Education

Genesee Intermediate School District

Flint Genesee Chamber of Commerce

Flint Institute of Music

Flint Institute of Art

Flint Youth Theater

Flint Cultural Center Corporation

University of Michigan-Flint

Flint Public Library


4.0 Financials, Budgets, and Forecasts

Forecasts

4.1 Financials

ADDPA is committed to balancing its operating budget and movement toward sustainabil-

ity. These efforts are based on a mixture of fundraising, charitable gifting, performances,

events, and participant fees. Revenues and Expenditures are tracked and closely moni-

tored. The goal of ADPPA is to continue to provide quality West African Drumming and

Dance classes while keeping the costs affordable to our target population. This is a tre-

mendous challenge due to unpredictable costs, uncertainties in participant revenues, and

program expansion.

Our organization understands the need to diversify our funding sources and reduce reliance

on grants. We plan to seek contributions from additional sources, particularly small busi-

nesses, corporate sponsorships, individual donor campaign, and fundraising events. This

approach will enable ADDPA to move toward sustainability and expand programming to

new markets.

ADDPA completes the IRS 990 annually by an independent accountant. The bulk of Pro-

gram Expenses is payment for Professional Artists with many years of experience. Occa-

sionally, consultants are hired on a temporary basis to complete special projects.



4.2 Projected Operating Budget

TRANSACTION Actual Actual Actual Projected Projected Projected Projected Projected FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 UNEARNED INCOME Foundations $ 25,000.00 $ 20,000.00 $ 22,250.00 $ 23,362.50 $ 24,530.50 $ 25,000.00 $ 20,000.00 $ 20,000.00 Corporations $ -

$

- $ - $ 1,000.00 $ 2,000.00 $ 3,000.00 $ 4,000.00 $ 5,000.00 Contributions/Donations $ 1,800.00

$

- $ - $ 2,000.00 $ 2,125.00 $ 2,250.00 $ 2,400.00 $ 2,500.00 Federal Government $ -

$

- $ - $ - $ - $ - $ 10,000.00 $ 10,000.00 State/County Government $ -

$

- $ - $ - $ - $ - $ 5,000.00 $ 5,000.00 Other Grants $ -

$

- $ 4,800.00 $ 2,500.00 $ 5,000.00 $ 5,000.00 $ 5,000.00 $ 5,000.00 Total Unearned Income $ 26,800.00 $ 20,000.00 $ 27,050.00 $ 28,862.50 $ 33,655.50 $ 35,250.00 $ 46,400.00 $ 47,500.00 EARNED INCOME Special Events/Fundraisers $ 18,000.00 $ 24,564.00 $ 20,000.00 $ 25,000.00 $ 25,000.00 $ 25,000.00 $ 25,000.00 $ 25,000.00 Program Fees $ 1,600.00 $ 750.00 $ 775.00 $ 800.00 $ 825.00 $ 850.00 $ 875.00 $ 900.00 Store and Internet Sales $ -

$

- $ 100.00 $ 1,000.00 $ 2,500.00 $ 3,000.00 $ 4,000.00 $ 5,000.00 Membership Fees $ 3,500.00 $ 4,800.00 $ 5,000.00 $ 5,000.00 $ 5,000.00 $ 5,000.00 $ 5,000.00 $ 5,000.00 Total Earned Income $ 23,100.00 $ 30,114.00 $ 25,875.00 $ 31,800.00 $ 33,325.00 $ 33,850.00 $ 34,875.00 $ 35,900.00 TOTAL INCOME $ 49,900.00 $ 50,114.00 $ 52,925.00 $ 60,662.50 $ 66,980.50 $ 69,100.00 $ 81,275.00 $ 83,400.00 EXPENSES Administrative Expense $ 1,120.00

$

- $ 2,000.00 $ 2,500.00 $ 5,000.00 $ 6,000.00 $ 8,000.00 $ 10,000.00 Program Expenses $ 48,605.00 $ 49,864.00 $ 50,000.00 $ 50,000.00 $ 50,000.00 $ 50,000.00 $ 50,000.00 $ 50,000.00 Employee Benefits $ -

$

- $ - $ - $ - $ - $ 5,000.00 $ - Marketing/Public Relations $ -

$

- $ - $ 2,500.00 $ 2,500.00 $ 2,500.00 $ 2,500.00 $ 2,500.00 Fundraising Expenses $ -

$

- $ - $ 1,000.00 $ 2,000.00 $ 3,000.00 $ 4,000.00 $ 5,000.00 TOTAL EXPENSES $ 49,725.00 $ 49,864.00 $ 52,000.00 $ 56,000.00 $ 59,500.00 $ 61,500.00 $ 69,500.00 $ 67,500.00 SURPLUS/(DEFICIT) $ 175.00 $ 250.00 $ 925.00 $ 4,662.50 $ 7,480.50 $ 7,600.00 $ 11,775.00 $ 15,900.00


4.0 Financials, Budget, and Forecasts


4.2.1 Funding Forecast

0100002000030000400005000060000700008000090000

Funding Forecast

Actual FY 2014 Actual FY 2015 Actual FY 2016 Projected FY 2017

Projected FY 2018 Projected FY 2019 Projected FY 2020 Projected FY 2021


4.0 Financials, Budget, and Forecasts


4.2.2 Expense Forecast

0

10000

20000

30000

40000

50000

60000

70000

80000

FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021

Actual Actual Actual Projected Projected Projected Projected Projected

Expense Forecast

EXPENSES Administrative Expense Program Expenses

Employee Benefits Marketing/Public Relations Fundraising Expenses

TOTAL EXPENSES



4.3 2017-2018 Budget

Break-Even Analysis

Break-Even Analysis

African Drum & Dance Parent Association

Cost Description Fixed Costs ($) Variable

Costs

Variable Costs

Direct Labor 5.0%

0.0%

0.0%

0.0%

Fixed Costs

Salaries $ 13,000

Advertising $ 2,500

Car, Delivery and Travel $ 14,800

Rent $ 8,550

Office Expenses $ 100

Utilities $ -

Insurance $ 675

Miscellaneous expenses $ -

Total Fixed Costs $ 39,625

Total Variable Costs 5%

Break-Even Revenue Level = $41,711


5.0 Controls

The purpose of the AADPA Marketing Plan is to serve as a blueprint to the staff, Board of Di-

rectors, artists, and volunteers to increase marketing activities. In order to sustain the organization,

we must implement more outreach practices and “tell our story” to the community.

5.1 Implementation

The following chart and table identify the key marketing programs. Dates and budgets are

specified. Appropriate committees will be established and provided with responsibility lists. Each

committee will be assigned a facilitator and recorder. A “tracking” system has been developed for

program results and evaluation.

Milestone Duration Start Finish Resource Names

Individual Donor Drive 90 days Thu 3/1/18 Tues 5/29/18 Staff

Grant Proposal-MCACA 70 days Wed 11/1/17 Tue 1/9/18 Grant Writer

Grant Proposal-RMF 60 days Mon 1/1/18 Fri 3/1/18 Grant Writer

Grant Proposal-CFGF 70 days Thu 2/1/18 Wed 4/11/18 Grant Writer

Kuungana 2018 Concert 300 days Mon 1/1/18 Sat 10/27/18 Staff

Corporate Campaign 180 days Mon 1/15/18 Sat 7/14/18 Marketing Representative

End of Year Campaign 30 days Wed 11/1/17 Fri 12/1/18 Marketing Representative

Web Update 30 days Wed 11/1/17 Fri 12/1/18 Webmaster

Milestones Gantt Chart


5.0 Controls

5.2 Marketing Organization

ADDPA’s Marketing Organization consists of one paid staff person, Baba Kevin Collins. He

interfaces with Board of Directors and the Marketing Committee to coordinate the organiza-

tion’s marketing efforts. Mr. Collins’ goal is to provide direction and encouragement to those

assigned specific marketing responsibilities. He attends all Board of Directors’ Meetings to

report status and progress. A Board Member will facilitate the monthly meetings of the Mar-

keting Committee.

5.3 Contingency Planning

The following lists, in order of probability beginning with the highest potential for change that

will impact this marketing plan, the future of ADDPA:

5.3.1 Major philosophy shift regarding the use of traditional public, charter, private, or paro-

chial school facilities; usage of apartment complex community rooms

5.3.2 Expansion of competitors into the Flint and Genesee County community

5.3.3 Legal action due to injury or negligence that causes severe financial damage to the or

ganization

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