Marketing Project

1. Dayton Athletic Vocational Academy
1675 Woodman Drive
Dayton, Ohio 45432

2. Dayton Athletic Vocational Academy
Introduction
Dayton Athletic Vocational Academy (affectionally known as
DAVA) is a Credit Recovery Community School located at 1675 Woodman
Drive. The school has been in existence for two years and provides
alternative graduation pathways for teenagers and/or young adults between
the ages of 14-21.
DAVA specializes in a curriculum model that puts emphasis on project-based
learning at the forefront of learning. DAVA provides students with Industry
Credentials as an alternative pathway to graduating from high school.
Students receive training and industry credentials that may be substituted
for End of Course exams and still meet the Ohio Graduation requirements
mandated by the Ohio Department of Education.

3. Dayton Athletic Vocational Academy
Staff
Mr. Dickens-Principal
Mr. Stone-Vice Principal/CTE
Ms. Harrison-Office Manager
Mrs. Martin-Social Studies
Mr. Claybrooks-Dean of Students
Ms. Harris-Intervention Coordinator
Mr. Harris-Math
Mr. Razor-Athletic Director
Mrs. Thompson-Curriculum Coordinator
Ms. Denham-English
Mr. Raffin-Intervention Specialist
Mr. Johnson-Security
*Also included in the picture is our Board President Mr.
Brown and City of Dayton Mayor Jeff Mims

4. Dayton Athletic Vocational Academy
Marketing Plan
Business Mission and Objective
DAVA is a vocational school that offers pipeline opportunities to in-
demand jobs. Our mission is to offer students fast-track programs,
flexible schedule, and personalized instruction. We provide a support
system that allows students to work at their own pace and helps them
achieve their goals quickly.

5. Dayton Athletic Vocational Academy
SWOT Analysis
Strengths Weaknesses Opportunities Threats
• Students can work at
their own pace
• State Approved Industry
Credentials
• Customize Career Plans
• Flexible School hours that
meet the needs of
working students
• Athletics
• Apprenticeship Programs
(Paid)
• Paid Work Studies
programs
• College Scholarships
• Job Placement
• Lack of presence on Social
Media (Marketing)
• Lack space for various
Industry Programs
• Lack resources (Computers,
Technology equipment)
• Compliance issues with new
building (Zoning Issues)
• Funding for Athletics and
Career Tech programs
• HQT (Highly Qualified
Teachers) not all teachers
have completed certification
training
• Community
Partnerships with local
Businesses
(provide customized
training programs with
local community
businesses)
• Official training facility
for NCCER (other
school districts could
contract with us to
provide NCCER Core
training and Level 1
training)
• Transportation-can
reach/transport more
students to our school
than other Credit
• Competition (Dayton is
over saturated with credit
recovery community
schools)

6. Dayton Athletic Vocational Academy
Market Segmentation
Traditional
Age: 14-15
Fast Track
Age: 15 and Up
Credential
Age: 17 and Up
Post Secondary
Options
Age: 16 and Up
Military Enlistment
Age: 18 and Up
• Students will
enroll as
freshmen in our
school who
wants to follow
the basic high
school pathway
• Students who fell
behind or
dropped out of
school who
return and just
want to obtain
their high school
diploma as
quickly as
possible
• Students who are
wanting an
industry
credential
certification and
wants to enter
the workforce as
soon as they
graduate from
high school
• Students who are
interested in
furthering their
education and
enrolling into
College or a
Vocational Trade
School
• Students who
want to enter the
Military after
high school
graduation

7. Dayton Athletic Vocational Academy
Market Target
Traditional Fast Track Credential Post Secondary
Options
Military Enlistment
• Marketing
focus with this
market
segment will
consist of
recruiting
students from
Jr. High
• Marketing focus
with this market
segment will
consist of
presenting the
programs to
youth serving
agencies in
Montgomery
County
• Marketing focus
will consist of
marketing
strategies used in
both the
Traditional and
Fast Track
programs
• Marketing focus
will consist of
internal
marketing within
the building
Marketing focus will
consist of internal
marketing within the
building

8. Dayton Athletic Vocational Academy
Market Target Implementation Strategy
Traditional Provide Jr. High Students with Summer Boot Camp Programs, Industry Guest
Speakers, Job Fairs, Industry Projects, Field Trips, Youth Industry Conferences
Fast Track Obtain a Directory of Youth Serving Agencies in Montgomery County-Provide
Information on programs to Community Organizations, Community Centers, Churches,
etc.
Credential Students will get expose to in demand careers by participating in job related activities.
Will promote the program internally to recruit Fast Track students also by enrolling
them into Pre-Apprenticeship programs, job shadowing opportunities, company
tour/field trips, and work-based learning initiatives
Post Secondary
Options
Internally share scholarship information with students, coordinate college tours, have
College Day at the school, provide students with career exploration opportunities,
provide vocational assessments, guest speakers, etc.
Military Have military recruiters speak with students, provide students with Asvab Assessment
test prep, coordinate Military career initiatives with various military branches

9. Dayton Athletic Vocational Academy
Market Target Framework
Homeless
Student
Prospects
High
Schools
Youth
Organizations
Traditional
Students
Middle
Schools
Juvenile
Court
Drop
Out/Credit
Recovery
Prospects
Foster
Care
Churches
Student
Orientation
Student
Enrollment
Marketing Segments

10. Dayton Athletic Vocational Academy
Market Positioning
• How Our School Supports You!
• Self Pace Learning
• Job Placement
• Post-secondary Options/Scholarships
• National Accreditation
• Customized Instruction
• Flexible School Hours
• Job Coaching/Mentoring
• Career Exploration/Job Fairs
• Pre-Apprenticeships/Apprenticeships
• Job Placement Assistance

11. Dayton Athletic Vocational Academy
Marketing Mix
Product/Services Place Promotion Price
• Provide an Educational
Curriculum Model
which gives students
the flexibility to work
at school or at home
• The curriculum
provides students with
a project-based/virtual
learning platform that
can be customized to
their particular wants
or needs
• Students have the
option to work from
home, school, work, or
wherever they have
accessibility to the
internet
• Tik Toc
• Facebook
• PSA’s (Radio)
• Publicity/Community
Service Project
• Brochures
• Display Ads
• Blog/Email Marketing
• Information Meetings
• Community
Night/Special Events
• Speaking Engagements
• No monetary cost to
participate in the
program

12. Dayton Athletic Vocational Academy
Marketing Metrics
• School Report Card
• Attendance
• Graduation Rate
• Performance Tests
• # Of Students attending college
• # Of Students participating in
Apprenticeship Programs
• Student Retention Rate
• # Of referrals from different
marketing channels