Friends of Black Rock/High Rock   An Opportunity as Big as the Playa            Saturday, December 10, 2011
Who We AreElaine Hirt              Samantha Conway• 10 Years Burner        • Recent Transplant to• 18 Years Reno          ...
Project Scope• Consultant Point of View• Analyze Non-Profit Organization  – SWOT Analysis  – Triple Bottom Line  – Marketi...
Proposed Vision StatementTo inspire visitors and residents to assume       personal responsibility for the  preservation o...
Organization GoalsCurrent Status      Measureable Outcomes• Budget—$220,000   • Double Budget—                      $500,0...
An Opportunity as Big as the PlayaSWOT ANALYSIS
Strengths•   Radio Station—Asset•   Jalisco Club Grand Opening•   Effective Ecosystem Protection•   Intimate Knowledge of ...
Weaknesses• Majority of Funding is from One Source• Serious Lack of Marketing Skills,  Effectiveness, Plan & Execution• Ve...
Opportunities•   Radio Station—Marketing Tool•   Expand Visitor Resources•   Leadership Position in Region•   Take Advanta...
Threats• Lose Board/Staff Members with Valuable  Tribal Knowledge• Lose BLM & Private Funding• Lack of Direction & Leaders...
Triple Bottom Line       ECONOMICENVIRONMENT    SOCIAL
An Opportunity as Big as the PlayaTRIPLE BOTTOM LINE—ECONOMIC
Current Funding Sources
Current Funding Sources74% of funding from one source
Recommended Funding Mix              Sales &              Rentals                10%      Donations        10%            ...
Additional Sources1) Memberships2)Corporate Partnerships3)Sales & Rentals
Membership• Finding Members  • Estimated 170,000 Annual Visitors  • Only 255 members in 2010    Goal: 2% of Visitors Join ...
Member Benefits•   Jalisco Club (Showers, Laundry, Internet)•   Free Podcasts•   Free GPS Maps•   Rental Discounts•   Even...
Potential Corporate Partners
Sales and RentalsSales                     Rentals• Portable Toilets        • GPS Unit w/• Local Photography/Art     Prepr...
Friends of  Banff National   Park
An Opportunity as Big as the PlayaTRIPLE BOTTOM LINE—ENVIRONMENTAL
Leave No Trace• Portable Toilet Sales• Trash Bags to Visitors  – MOOP Everything                 • Follow-up Reports      ...
Eco-System Restoration• Educate Users on  Active Restoration &  Research Projects  – Display Results• Utilize UNR Students...
An Opportunity as Big as the PlayaTRIPLE BOTTOM LINE—SOCIAL
User Safety1) Satellite Location Device2) GPS Navigation3) Emergency Survival Kit
Tracking/PLB Devices                 Spot         FastFind     ACRPrice            $150         $250         $400Subscript...
GPS Navigation                    Garmin                   Smart PhoneCost                $185                     N/ALoca...
Kurt Kuznickihttp://hikingnevada.blogspot.com
Google map created using GPS coordinates to find camps.
Emergency Survival Kit• Kit Contains Items Appropriate For  Survival In The Area (Including But Not  Limited To):  – Basic...
Inspire Members• Create Meaningful Experiences  – Guided Tours    • Some Members Only Events    • Member Led Tours  – Rese...
An Opportunity as Big as the PlayaMARKETING
Target Audience• 170,000 Travelers      • Rock  Through Gerlach          Hounders, Geocacher• Burning Man              s  ...
Burner Perspective
Confusing Navigation Too Many Choices  Where Do I Go?
Membership PageHow Much Is It Really?Automatic RenewalTax Deduction Above BasicCostMembership BenefitsScolari’s Fund—Disco...
Website•   Recreation•   Calendar of Events•   Maps, Weather & Playa Conditions•   History•   Volunteer
Facebook Conversations                •Provide                Accurate                Information                •Engage a...
Audio BroadcastsRadio—KFBR-FM 91.5           Podcasts• Great Asset                • Historical Stories• Drive Traffic to J...
Traditional Marketing• Events & Fundraisers   • Email Lists• Trade Shows              – Jack Rabbit Speaks• User Newslette...
An Opportunity as Big as the PlayaACTION PLAN
Who Executes?• Board Members• University Students  – Interns  – Student Clubs• Retirees• Member Volunteers• Specific Dutie...
Execution PhasesPhase 1—             Phase 2—            Phase 3—Preliminary          Outreach            Retention• Creat...
An Opportunity as Big as the PlayaSUMMARY
Vision For the Future• Be as BIG as the Playa• Be the LEADER in Region• Be the Black Rock Desert RESOURCETo inspire visito...
An Opportunity as Big as the PlayaTHANK YOU!
Friends of Black Rock High Rock Strategic Marketing Plan
Friends of Black Rock High Rock Strategic Marketing Plan
Friends of Black Rock High Rock Strategic Marketing Plan
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Friends of Black Rock High Rock Strategic Marketing Plan

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As part of a semester-long project, a classmate and myself researched and developed a full scale strategic business and marketing plan for the Friends of Black Rock High Rock non-governmental organization located in Reno, Nevada. We followed the Triple Bottom Line model and this model fit the organization very well.

We presented our plan to the entire Board of Directors and to our class in December 2011. The response was overwhelmingly positive and excited.

The president of the board remarked, "We got more value out of your presentation than we did on an expensive weekend retreat with paid professionals. Thank you."

I am quite proud of this work. I would love to do this for your company as well.

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  • Garmin – handheld GPS navigation deviceSmartphone – utilize tools that users already own
  • Selenite Peak HikeGPS coordinates for several points, pictures at each point, description of each pointLink points to podcasts?Recognize Kurt Kuznicki?Photographer who attends Public Lands Day each year, one of his favorite events, has a great love for Black Rock Region
  • Friends of Black Rock High Rock Strategic Marketing Plan

    1. 1. Friends of Black Rock/High Rock An Opportunity as Big as the Playa Saturday, December 10, 2011
    2. 2. Who We AreElaine Hirt Samantha Conway• 10 Years Burner • Recent Transplant to• 18 Years Reno Fernley Resident • Outdoor Family• 15 Years Marketing • 3 Years Non-Profit Professional Management• B.A. Journalism / PR • B.S. Engineering University of Nevada Cornell University
    3. 3. Project Scope• Consultant Point of View• Analyze Non-Profit Organization – SWOT Analysis – Triple Bottom Line – Marketing & Execution• Action Plans
    4. 4. Proposed Vision StatementTo inspire visitors and residents to assume personal responsibility for the preservation of the region’s natural and historical environment while enjoying the Black Rock Desert and High Rock Canyon National Conservation Area.
    5. 5. Organization GoalsCurrent Status Measureable Outcomes• Budget—$220,000 • Double Budget— $500,000• Membership—255 • Double Membership— 500
    6. 6. An Opportunity as Big as the PlayaSWOT ANALYSIS
    7. 7. Strengths• Radio Station—Asset• Jalisco Club Grand Opening• Effective Ecosystem Protection• Intimate Knowledge of the Region
    8. 8. Weaknesses• Majority of Funding is from One Source• Serious Lack of Marketing Skills, Effectiveness, Plan & Execution• Very Remote Area, Sparse Population & Services
    9. 9. Opportunities• Radio Station—Marketing Tool• Expand Visitor Resources• Leadership Position in Region• Take Advantage of University Resources
    10. 10. Threats• Lose Board/Staff Members with Valuable Tribal Knowledge• Lose BLM & Private Funding• Lack of Direction & Leadership• Hoarding of Knowledge
    11. 11. Triple Bottom Line ECONOMICENVIRONMENT SOCIAL
    12. 12. An Opportunity as Big as the PlayaTRIPLE BOTTOM LINE—ECONOMIC
    13. 13. Current Funding Sources
    14. 14. Current Funding Sources74% of funding from one source
    15. 15. Recommended Funding Mix Sales & Rentals 10% Donations 10% Grants 35% Fundraisers 10% Members 35%
    16. 16. Additional Sources1) Memberships2)Corporate Partnerships3)Sales & Rentals
    17. 17. Membership• Finding Members • Estimated 170,000 Annual Visitors • Only 255 members in 2010 Goal: 2% of Visitors Join 3,400 new members x $50.00
    18. 18. Member Benefits• Jalisco Club (Showers, Laundry, Internet)• Free Podcasts• Free GPS Maps• Rental Discounts• Event Discounts• Members Only Events• Local Business Discounts• Retail Store Discounts w/ Membership Card
    19. 19. Potential Corporate Partners
    20. 20. Sales and RentalsSales Rentals• Portable Toilets • GPS Unit w/• Local Photography/Art Preprogrammed Maps• Gift Shop Items • Satellite Tracking• Detailed GPS Maps Unit/Phone • HAM Radio • MP3 Player w/ Podcasts • Emergency Survival Kit
    21. 21. Friends of Banff National Park
    22. 22. An Opportunity as Big as the PlayaTRIPLE BOTTOM LINE—ENVIRONMENTAL
    23. 23. Leave No Trace• Portable Toilet Sales• Trash Bags to Visitors – MOOP Everything • Follow-up Reports – Did They Leave a Trace? – Improvement Ideas – Visitor Feedback
    24. 24. Eco-System Restoration• Educate Users on Active Restoration & Research Projects – Display Results• Utilize UNR Students to Help w/ Various Research Projects Credit = Money & Experience to Students Credit = Economical Labor to FBRHR
    25. 25. An Opportunity as Big as the PlayaTRIPLE BOTTOM LINE—SOCIAL
    26. 26. User Safety1) Satellite Location Device2) GPS Navigation3) Emergency Survival Kit
    27. 27. Tracking/PLB Devices Spot FastFind ACRPrice $150 $250 $400Subscription Fee $99/yr No No“Check- Yes No NoIn”/Tracking“Help” Yes No No“SOS” Transmit 6 days 24 hours 35 hoursTimeLocation 6.4m 100m 100mAccuracyREI Rating 2 ½ - Star 4 ½ - Star 5-Star
    28. 28. GPS Navigation Garmin Smart PhoneCost $185 N/ALocation Accuracy 3m VariesBattery Life 25 hrs (AA Batteries) 4-8 hrsUser Charges Rental Fee Possible Map FeeProcess for Use Rent unit Download Application, preprogrammed with load area maps routes to locations of interest
    29. 29. Kurt Kuznickihttp://hikingnevada.blogspot.com
    30. 30. Google map created using GPS coordinates to find camps.
    31. 31. Emergency Survival Kit• Kit Contains Items Appropriate For Survival In The Area (Including But Not Limited To): – Basic First Aid Kit – Emergency Blankets – Hand Held Flares – Beef Jerky, Granola Bars, Water – Flashlights, Folding Shovel• “Hotel Mini-Bar”
    32. 32. Inspire Members• Create Meaningful Experiences – Guided Tours • Some Members Only Events • Member Led Tours – Research/Preservation Projects • Ownership • Visible Results • Group Activities • Clear Outcomes – Jalisco Club
    33. 33. An Opportunity as Big as the PlayaMARKETING
    34. 34. Target Audience• 170,000 Travelers • Rock Through Gerlach Hounders, Geocacher• Burning Man s Attendees • Hot Springs Visitors• On-Playa Special • Geologists Event Attendees • Desert Rats• Off-Highway, ATV, 4- • Photographers Wheelers • Birders• Hunters, Hikers • Youth Groups• Veterans Groups • Current & Former Members
    35. 35. Burner Perspective
    36. 36. Confusing Navigation Too Many Choices Where Do I Go?
    37. 37. Membership PageHow Much Is It Really?Automatic RenewalTax Deduction Above BasicCostMembership BenefitsScolari’s Fund—Discontinued
    38. 38. Website• Recreation• Calendar of Events• Maps, Weather & Playa Conditions• History• Volunteer
    39. 39. Facebook Conversations •Provide Accurate Information •Engage and Converse •Answer Questions
    40. 40. Audio BroadcastsRadio—KFBR-FM 91.5 Podcasts• Great Asset • Historical Stories• Drive Traffic to Jalisco • Hot Springs Tours Club or Office • History of Various Events• Become a Member • Navigation by Mountain• Area Resources Available Range• Corporate Underwriting • Education• Current Weather & Playa • Exclusive Content for Conditions Members Only• Podcast of the Month
    41. 41. Traditional Marketing• Events & Fundraisers • Email Lists• Trade Shows – Jack Rabbit Speaks• User Newsletters & – Burner Email Lists • Sacramento Websites • Reno• BLM Trailer • SF Area• Public Relations • Lake Tahoe • Other West Coast – Radio – OHV, ATV Groups – TV – Print
    42. 42. An Opportunity as Big as the PlayaACTION PLAN
    43. 43. Who Executes?• Board Members• University Students – Interns – Student Clubs• Retirees• Member Volunteers• Specific Duties & Outcomes Are Essential
    44. 44. Execution PhasesPhase 1— Phase 2— Phase 3—Preliminary Outreach Retention• Create Value for • Website • Create Members • Facebook Meaningful• Utilize Radio to Experiences • User Websites Drive Traffic to • Hands On with • Trade Shows Jalisco Club Land & • Email Lists Community• Recruit Travelers as • Public • Additional Members Relations Value to Membership
    45. 45. An Opportunity as Big as the PlayaSUMMARY
    46. 46. Vision For the Future• Be as BIG as the Playa• Be the LEADER in Region• Be the Black Rock Desert RESOURCETo inspire visitors and residents to assume personal responsibility for the preservation of the region’s natural andhistorical environment while enjoying theBlack Rock Desert and High Rock Canyon National Conservation Area.
    47. 47. An Opportunity as Big as the PlayaTHANK YOU!

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