“To inspire, empower, and motivate those released from prison to find fulfilling work as they re-enter society.  We encourage positive social change that inspires the highest development of an individual’s potential through rehabilitation programs, a learning community, and ultimately, secured careers.”

TAGLINE

GOALS / STRATEGIESSecure a job for 20 residents and ensure they keep steady

employment.Create a network of numerous businesses that will hire our residents.

A fresh start to a new beginning.

SWOTOverview

Weiss, Stephen A. "Obtaining 501(c) Status." Personal interview. 23 Oct. 2015.

Who is CareerMATES?Under the name of CareerMATES, a name

designated to effectively help those in need, we are committed to motivate, encourage and prepare.

We believe today is a fresh start to a new beginning.

We believe the choices made yesterday should not determine today.

We believe that residents’ failures are behind them and successes lie ahead.

We challenge the residents to learn, grow, and believe in themselves.

We find fulfillment in motivating and helping residents succeed in the workforce and, ultimately, society.“Creeds." GreatExpectations.com. Great

Expectations, n.d. Web. 28 Oct. 2015.

Travis, Eryn. "What Is a Business Credo?" Chron. Houston Chronicles, n.d. Web. 28 Oct. 2015.

WHO IS CAREERMATES?

.

SEGMENTING TARGETING

POSITIONINGUnifying character building and career services to make seamless transition back to the real world

Donor – What is my money helping?

Volunteer – What am I getting for my efforts?

Users – How will others look at me?

Concentrated Marketing Pittsburgh area Halfway Houses Renewal Inc.

Butters, Whitney. "What Your Tie Says about You." Desertnews.com. Deseret News, 10 Jan. 2011. Web. 28 Oct. 2015.Hanlon, Patrick. Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future. New York: Free, 2006. Print.

VALUE PROPOSITIONCareerMates helps those with criminal histories obtain steady jobs and, in turn, stay off the streets. Through CareerMates, residents are given an opportunity to better their own lives and obtain a better way of living. Ultimately, we will challenge the preconceived and intuitive understanding and respect towards anyone with a criminal background.

PRODUCT (BRAND) LIFE CYCLEIntroductory Stage

We are new. Help us achieve our goal!

Brand Awareness is key to our success.• The biggest battle is getting users and volunteers to live our brand. • We must stick out to survive and differentiate ourselves from others

Our NPO must be able to evolve and grow to changing market conditions.• Change is difficult, not changing is fatal!

“Speaking the Language of Nonprofit Donation Appeals." Best Practices Tips Fundraising Ideas for Nonprofits. Classy, 16 July 2014. Web. 28 Oct. 2015.

MANAGING COSTSPerceived: Users-Having to admit I need the helpVolunteers-Am I comfortable around these people? Donors-Is my money allocated correctly?

Real: Users-Do I want to use

my time doing this?

Volunteers-Can I afford the

expenses without pay?

Donors -How much is this

going to cost me?

CHANNEL STRATEGIESIn-Person #1• Most effective – meeting in-person is always the best

way!• Delivers message clearly• Easiest way to disseminate information

Website #2• Effective and thoughtfully laid out• Directs any questions to our staff about volunteering and

donations Print ads #3• Brings our NGO into the public eye• Communicates effectively what we are about with

a few bold words and our tag line

Kotler, Philip, and Alan R. Andreasen. Strategic Marketing for Nonprofit Organizations. Englewood Cliffs, NJ: Prentice Hall, 1991. Print.

FORMULATING EFFECTIVE MESSAGES

Advertisements : OUR advertisements are clean, clever and easily understandable…BillboardsPostersBrochures

Contact Us : We give the residents, volunteers and donators several communication channels to reach out to us…PhoneEmailSocial MediaWebsiteOffice

Kylander, Nathalie, and Christopher Stone. "The Role of Brand in the Nonprofit Sector (SSIR)." Stanford. StanfordSocial Innovation, Spring 2012. Web. 28 Oct. 2015.

“To inspire, empower, and motivate those released from prison to find fulfilling work as they re-enter society.  We encourage positive social change that inspires the highest development of an individual’s potential through rehabilitation programs, a learning community, and ultimately, secured careers.”

OUTREACH CAMPAIGN Personal CommunicationAdvertisementsWebsite

Evaluation Model - # of responses divided by # of total outreaches

OUTREACH CAMPAIGN Outlets QT 1 QT 2 QT 3 QT 4 Totals

Face to Face

$127 127 127 127 $508

Website $144 0 0 0 $144

E-mail $60 60 60 60 $240

Social Media

$130 130 130 130 $520

Snail Mail $232 232 232 232 $929

Special Events

$200 200 200 200 $800

Totals $893 893 893 893 $3,572

FUNDRAISING Various Sources• Donors• In-Person communication • Mixers with businesses

Total Goal - $4,000$1,000 per Quarter

How we will combat hesitation? With a fresh start of course!

Tell our storyAsk for a gift

Thank the donorBuild relationships

HOW WE WILL GAIN VOLUNTEERSWhere ?Businesses

Universities

Do-Gooders

Personal connections

How ?Newsletter

Orange Tie Affair

Advertisements

Face-to-face

Nonprofittalent.com

PRIVATE SECTOR