The document provides a marketing plan for AmeriCorps to target college students and graduates as well as baby boomers. It outlines AmeriCorps' mission, goals, and recent history. It analyzes AmeriCorps' target markets and proposes strategies for promotion through various media like radio, newspapers, flyers and social media. The marketing plan aims to position AmeriCorps as a rewarding experience that provides benefits like student loan deferment and builds resumes.

1. A Marketing Plan for AMERICORPS Charles Anderson Erika Ilanan Sam McLellan Lauren West Chris White With Stephan Lamb

2. Mission and Vision To make our people safer, smarter and healthier To bring Americans together by strengthening our communities To teach its members to take action when faced with apathy, seek common ground when faced with conflict, and to persevere when faced with adversity

3. Goals of AmeriCorps Raising money within the community Make the community a stronger, better place Bring more resources into the department

4. Recent History Timeline for AmeriCorps January 2004: Received record funding increase. AmeriCorps recognized 10,000 alumni and 15.3 million service hours by December 2004. During the past decade, more than 1 billion volunteer service hours were generated by Senior Corps volunteers More than 1.8 billion high school students participated annually in service-learning initiatives. July 2007: President’s Higher Education Community Service Honor Roll July 2007: $800,000 available to fund nonprofits.

5. AmeriCorps’ Target Markets: College Students and Graduates Baby Boomers

6. AmeriCorps’ Target Markets:

7. Age Distribution in San Luis Obispo

8. AmeriCorp’s Target Markets: Why Baby Boomers? Why College Students? Why College Graduates?

9. Baby Boomer Status in the Labor Force in San Luis Obispo

10. School Enrollment by Level of School in San Luis Obispo SLO average CA average Preschool Kindergarten Grade 1-4 Grade 5-8 Grade 9-12 Undergrad Graduate

11. AmeriCorps’ Points of Difference: What sets AmeriCorps apart from the rest? Many different areas of interest A rewarding experience A great way to build your resume Payment or deferment of student loans A set salary per month

12. Positioning Map

13. Our Discoveries AmeriCorp’s strengths AmeriCorp’s weaknesses Organized Website Financial-Aid Deferment Unique and Unparalleled expertise, program and services. Website not published on flyers Not nearly enough media coverage Flyers are too wordy

14. Is This Right for Me? Opportunities Threats

15. Media for College Market Radio Newspapers Booths at events Flyers and Pamphlets Social Internet Sites

16. Radio and Newspapers Radio Stations: KCPR 91.3, K-JUG 98.1, Wild 106.1 Newspapers: Mustang Daily and Mustang Daily on-line The Tribune and The Tribune on-line

17. Booths at Events, Flyers and Pamphlets Booths: Job Fairs, concerts, first week of school by the flag pole, sporting events, and Farmer’s Market on Thursday nights Flyers and Pamphlets: emphasizing scholarships and other related benefits for students

18. Social Internet Sites Facebook MySpace

19. Media for Baby-Boomer Market Radio Newspapers Booths at events Flyers and Pamphlets

20. Radio and Newspaper Radio Station: KCBX 90.1 Newspaper: The Tribune

21. Booths at Events, Flyers and Pamphlets Booths: Farmers market, fairs, concerts, city events Flyers and Pamphlets: describing benefits for baby-boomers volunteering, how, what, when, where.

22. Product Strategy Frameworks for other non-profits Role of Volunteers Setting other up for success

23. Price Strategy Student loans: stipend and delaying repayment Volunteers receive some pay Resumes Edge over non-profits that have no pay

24. Promotion Strategy Student Target Market Radio Local Newspapers Posters, pamphlets and flyers Various internet social sites Student and business related social gatherings on campus

25. Promotion Strategy Retiree Target Market Radio Local newspapers Posters, pamphlets and flyers Social events in the community

26. Place Strategy Acting as intermediary Challenge of the retiree market Power of word of mouth

27. Questions?