Creating A Legendary Image By Marketing Class What is the marketing plan Significance Obstacles for organizational Solution s to help improve Marketing Plan Characteristics Building relationship within Community Networking and promoting through social media Sponsorships Find A Recipient Persuade and convince by informing of potential benefits Coaching and guidance to prevent mistakes Offer volunteer opportunities with local organizations Keeping Recipient Characteristics Talk with local companies Build relationships Keep holding events Finding Donors No direct competition in serving counties CAP might be seen as potential competitor Charitable organizations Influences of social groups Competition Very strong group of volunteers Lack of business experience Depth of organization Find people with business experience to help Organizational Structure Image that will have an everlasting impact Let community know what ALI is about Get to point where recipients come to ALI Help improve community Create A Legacy Keep striving for improvement Heading the right direction Results will show Together ALI can make great influences Conclusion Marketing Plan Adult Learners, Inc. 1. Executive Summary (Two page that sells the plan) 2. Organization Description Adult Learners, Inc. (ALI) is a non-profit organization founded in 2016 by JoAnn Vorst and Steve Wittenauer. ALI serves 10 counties in the state of Indiana. The organization is dedicated to creating valuable employees by helping disconnected adults overcome barriers that hinder self-development in order to provide valuable assets to local businesses and community. ALI intends to achieve this by providing adequate tools required for success through financial support and coaching. ALI will support continuing education and careers any way that they can. All of the money donated goes straight to the scholarships since they are all donating their time for this worthwhile cause. Some, but not all, of the expenses ALI can help with include child care, transportation issues, medical or dental needs (who could pose barriers to training and/or employment), tuition, books, certifications, and licenses. Currently there is no funding in this 10 county area that addresses these issues with our targeted population. 3. Strategic Focus and Plan Mission Mission Statement: To help disconnected adults age 18 and over to achieve their educational goals and or career pathways. Help create a dedicated and disciplined working community by offering financial assistance and coaching to adults age 18 and older who are disconnected but are motivated and have an ambition to improve themselves. Goals Non-Financial Goals: · Find highly motivated adults that want to improve their current position. Empowering them to achieve their full career potential regardless of the economic or other life barriers. · Greater community outreach throughout the influ.

1. Creating A Legendary Image
By Marketing Class
What is the marketing plan
Significance
Obstacles for organizational
Solution
s to help improve
Marketing Plan

2. Characteristics
Building relationship within Community
Networking and promoting through social media
Sponsorships
Find A Recipient
Persuade and convince by informing of potential benefits
Coaching and guidance to prevent mistakes
Offer volunteer opportunities with local organizations
Keeping Recipient

3. Characteristics
Talk with local companies
Build relationships
Keep holding events
Finding Donors
No direct competition in serving counties
CAP might be seen as potential competitor
Charitable organizations
Influences of social groups

4. Competition
Very strong group of volunteers
Lack of business experience
Depth of organization
Find people with business experience to help
Organizational Structure

5. Image that will have an everlasting impact
Let community know what ALI is about
Get to point where recipients come to ALI
Help improve community
Create A Legacy
Keep striving for improvement
Heading the right direction
Results will show
Together ALI can make great influences
Conclusion

6. Marketing Plan
Adult Learners, Inc.
1. Executive Summary
(Two page that sells the plan)
2. Organization Description
Adult Learners, Inc. (ALI) is a non-profit organization founded
in 2016 by JoAnn Vorst and Steve Wittenauer. ALI serves 10
counties in the state of Indiana. The organization is dedicated to
creating valuable employees by helping disconnected adults
overcome barriers that hinder self-development in order to
provide valuable assets to local businesses and community. ALI
intends to achieve this by providing adequate tools required for
success through financial support and coaching.
ALI will support continuing education and careers any way that
they can. All of the money donated goes straight to the
scholarships since they are all donating their time for this
worthwhile cause. Some, but not all, of the expenses ALI can
help with include child care, transportation issues, medical or
dental needs (who could pose barriers to training and/or

7. employment), tuition, books, certifications, and licenses.
Currently there is no funding in this 10 county area that
addresses these issues with our targeted population.
3. Strategic Focus and Plan
Mission
Mission Statement: To help disconnected adults age 18 and over
to achieve their educational goals and or career pathways.
Help create a dedicated and disciplined working community by
offering financial assistance and coaching to adults age 18 and
older who are disconnected but are motivated and have an
ambition to improve themselves.
Goals
Non-Financial Goals:
· Find highly motivated adults that want to improve their
current position. Empowering them to achieve their full career
potential regardless of the economic or other life barriers.
· Greater community outreach throughout the influenced 10
counties.
· Provide coaching and support in eliminating the barriers to
their career potential
Financial Goals:
· Raise money to allow financial support, professional guidance
for our scholars.
· Establish ongoing funding process to support our mission and
to build a sustainable organization.

8. Core Competency and Competitive Advantage
Adult Learners, Inc. has a huge advantage in terms of
dedication and commitment. ALI is composed of 8 volunteers
who are willing to invest as much time as necessary to help
potential recipients reach their goals whether a certificate,
technical degree, associate’s degree or any kind of post-
secondary education or skills needed to improve themselves.
ALI is a unique organization that targets a very specific group
of the local population that no other organization is currently
targeting. ALI is also special because it provides services that
are different from other local organizations; such as
professional guidance and counseling.
Although there are other local organizations who provide
educational assistance to the public, ALI is different in that
they provide post-secondary educational assistance, as well as
coaching to targeted individuals who have encountered financial
hardships, legal issues, disabilities, and substance abuse issues.
It is ALI’s desire to empower this group to have a second
chance at improving their lifestyle and achieving their career
potential.

9. 4. Situation Analysis
Internal Factors
Strengths
Weaknesses
Organization
Very dedicated group of volunteers
Lack of business experience
Management/Personnel
Passionate, knowledgeable successful people who are
determined to make a difference in peoples’ lives
No well-defined market or target
Offerings
In addition to scholarships, ALI can help its clients cover
expenses such as child care, transportation, medical/dental if
they present barriers to training and/or employment
No assistance to adult learners pursuing a high school diploma
Finance
A new organization with volunteers can get started with very
little funding.
$14k of funds available
In order to fulfill its mission, it will need to raise more money
in order to help more people.
No well-established fund raising system and no steady donor
stream

10. Program Offerings
Unique and highly impactive services which can have a direct
effect on people’s lives
It could take time to show the long-term benefits on the lives of
the people that ALI serves.
Marketing
Serves 10 surrounding counties
Lack of community awareness
Ivy Tech marketing classes helping
Experience in marketing
External Factors
Strengths
Weaknesses
Consumer/Social
Create reliable people who will play a role in the workforce
Client failure to achieve the goal
Competitive
Networking/recognition
Depth of the organization and ability to replenish staff
Economic
Strengthen communities’ value to the state
Resources could dry up
Community
Employers have more access to more qualified applicant

11. Attracts potential employers to the area
Legal/Regulatory/Integrity
Donors that want funds directed to a select individual on their
behalf
Technology
There are opportunities to go through data on potential people
to help and organizations that can be targeted for support.
Other charities have long email lists and people may be very
tired of being contacted.
Organizational Trends
Organizational (Industry) Trends:
Most organizations offer pure academic scholarships. From a
donor standpoint a lot of charities are competing for donors. To
provide economic help and what is lacking is to provide
lifestyle support. A single parent with children cannot take
advantage of a scholarship when the parent cannot afford child
care. People with felonies are not eligible for financial aid.
Industry Analysis: A need for a stronger workforce
Bachelor’s Degree:
According to United States Census Bureau, Tippecanoe County
has the highest population percentage of people 25 years or
older with a bachelor’s degree or higher which is 35.2%. The

12. rest of the 9 counties each have lower than 18% of its
population of 25 years or older having a bachelor’s degree or
higher, with Newton County having the lowest, which is 9.1%
of its population. Many companies around these counties are
struggling to find reliable employees and helping those who
want to pursue further education but are struggling can help
create a disciplined and reliable workforce.
Scholarships and Financial Support:
Currently, Adult Learners, Inc. (ALI) has $14,000 to help fund
people wanting to pursue a college degree or job certification
who are struggling financially, with legal issues or other
barriers preventing them from reaching their goal. While there
are other organizations that can help provide aid for people
wanting to attend college, many of these organizations have
requirements that people do not meet because of bad decisions
made in the past.
Other Opportunities:
Skills improvement and certificates that many high education
institutions offer can help create a stronger workforce. The
focus is not just on a bachelor’s degree. There is focus on
investing in students who want to improve their skills attending
trade school, workshops and any other form of developing the
necessary tools to help improve skills and knowledge.
Competitive Assessment:
There is one major agency in the local area that could be

13. considered direct competition, CAP, Community Action
Program of Western Indiana. Several of the programs that are
offered through CAP do not serve the Lafayette areas.
However, employment and training division functions in the
Lafayette area. This also includes jobs for graduates as funded
through the Workforce Investment Act of 1998 as well as the
Ready to Work Act which works with Purdue Polytechnic.
Organization Assessment:
Adult Learners, Inc. was created with the idea of bettering the
community by helping those in a struggling situation improve
and achieve their career potential. Adult Learners, Inc. is the
fusion of multiple organizations in order to create one unified
front. ALI makes its decisions via a board of directors that
meets monthly. ALI's board contains members from multiple
different sectors and backgrounds. All have a working
understanding of the function and processes involved in a non-
profit organization. Many of the board members have
experience with other organizations like ALI.
ALI, with Ivy Tech students and industry professionals, is
developing a comprehensive marketing plan in order to not only
raise more funds from donations, but better support the
residents of their 10 county outreach program. This will allow
a greater cash flow and allow ALI to touch more lives in a
meaningful way. ALI is continuously growing and the support
from the community and local business owners has been highly

14. positive.
Potential Student (customer) Characteristics:
Generally speaking, ALI wants to target people who have
struggled either from a personal or financial loss, but want to
make a change in their lives finish their education, and improve
their career potential. With a focus on young people who
experience legal issues, disabilities, substance abuse, and/or
need financial assistance in order to progress further and reach
their career potential.
Group that ALI is targeting is young people who come from
households in which divorces occur. They struggle to make ends
meet and have a rough time maintaining a steady job. The
household consist of a single parent which will likely be female.
People from this background have a desire to make progress by
securing more education/skills but need support to reach their
goals.
Donors’ Characteristics:
Those who are retired, upper middle class residents, who are
willing to help the local community improve by providing
donations. Civic, business, and trade organizations that want to
create a strong and thriving community. Companies and
businesses that will benefit from having a large, more skilled
labor force. Successful individuals who want to “give back” to
the community.
Significant Concerns:

15. ALI consists mainly of volunteers who lack marketing
experience and have the potential to leave the organization.
There are a high number of charities competing for donors.
There is also concern there will not be enough beneficiaries.
ALI has all the best intentions to help support people who are
struggling, by helping to make a significant change in their
lives. Many of the people targeted are at high risk for substance
abuse and mischievous behavior. ALI will help lower the risk
by providing adequate monitoring to prevent any inconvenient
events that have a possibility of occurring.
ALI also wants to help motivate and encourage those wanting to
get a college education by informing them of the great benefits
of having a college education. College educated people tend to
live happier and enjoy their jobs more.
5. Market – Promotional Focus
Marketing and Promotional Objectives:
ALI’s marketing purpose is to provide funds for post-secondary
education to disconnected adults (age 18 and older) who
experience barriers such as legal issues, disabilities, substance
abuse and/or need for child care, transportation, and/or medical
dental work, with funding through various public and private
donors.
Product Strategy:
Unique product quality. ALI is an organization that is different
from existing scholarship programs. ALI targets the

16. "disconnected" adults; which are people that lost the
opportunity to complete their bachelor's degree. Many
organizations have been targeting people that require financial
aid or a high school diploma.
Packaging. In terms of packaging and marketing ALI, awareness
about this organization has been done through social events and
direct communications with potential donors.
Promotion Strategy:
Social Events.
ALI has organized and ran several events to promote the
organization and raise money for scholarships. Events such as
the spelling bee and the golf tournament are where most of the
money is coming in for ALI at the moment.
Social Media.
ALI has also entered Social Media by being on Facebook. It
aims to gather awareness and find potential donors through
social media.
Place (Distribution) Strategy:
Indiana counties.
ALI currently serves 10 Indiana counties. ALI aims to provide
one scholarship per county, or depending on the population size.
Town Hall. ALI aims to have banners/flyers up at Town Halls or
in public areas in these counties to promote their organization

17. and find potential applicants.
Media.
ALI also wants to be able to have a short advertisement on TV
or the newspaper to reach out to "disconnected" adults.
Current Markets
The current market will be established and grown by increasing
community awareness and providing non-stop funding in the 10
surrounding counties that ALI seeks to serve.
New Markets
As ALI becomes more successful, geographical service may
expand.
Services provided.
ALI is dedicated to providing educational and financial
assistance to struggling young adults who want to improve their
current situation. Assistance in job certifications, skills
improvement and other forms of personal improvement can also
be provided.
Current Market – Benefits Environment
Economic scholarships/support are focused on pure academic
support
Target Beneficiaries and Benefits
The primary target market for ALI are adults (age 18 and older)
who would like to get a college degree, but are unable to do so
because of financial issues, legal issues, disabilities, substance
abuse issues, child care issues, transportation and/or health

18. issues.
Target Donors
ALI wants to target individuals, philanthropists, and civic
organizations that have extra funds to give to those who lack the
opportunities that others have because of past mistakes.
Adult Learners, Inc. Point of Difference
ALI has no direct competitors who cater to this demographic
and need. The closest competitor is CAP who services northern
Indiana, but they do not cover counties that ALI serves nor
provide direct services ALI is focused on.
Organization Positioning
ALI seeks to position itself to the targeted market as the
organization that cares about making a positive difference in
peoples’ lives and the community in which they live and work
in. This is demonstrated by the positioning themselves to meet a
major need of a large significant group of people that have
“fallen through the cracks” with the current traditional support
available to them.
6. Market Plan
Promotion Strategy – Beneficiaries (Customer)
ALI is an organization that is different from existing
scholarship programs. ALI targets the "disconnected" adults;
which are people that lost the opportunity to complete their;
bachelor's degree, obtain certifications, or improved employable
skills. Many organizations have been targeting people that

19. require financial aid or a high school diploma.
Promotion Strategy – Donors
Social Events. ALI has organized and ran several events to
promote the organization and raise money for scholarships.
Events such as the spelling bee and the golf tournament are
where most of the money is coming in for ALI at the moment.
Social Media. ALI has also entered Social Media by being on
Facebook. It aims to gather awareness and find potential donors
through social media.
Organization Development Strategy
ALI will need to focus on creating a board of directors.
Staffing and accounting support needed to implement, grow and
maintain the organization. Written procedures will need to be
created on how securing donors and beneficiaries, along with
other as needed procedures which will be crucial to ALI’s
success.
7. Organization
Adult Learners, Inc.(ALI) present organization appears in chart
below.
8. Implementation Plan
ALI is in the traditional “early start up” marketing phase of new
concept development. In this phase the focus must be on:
creating organizational awareness, initial communication of
“competitive difference”, and the development – validation of

20. the product(s) or service(s). The major efforts should be on
proving there is a need, validating the “product”, and gaining
market awareness.
Creating awareness of Adult Learners, Inc. (ALI) and the
opportunity it provides to targeted individuals and potential
donors will be a challenge.
Here are some recommendations for raising awareness:
· Media press releases
· Radio/newspaper/TV/Cable advertising
· Social media communications, - Strategy and plan developed
· Direct potential client & donor communication
· Social events, such as the Adult Learner Spell Bee, the Scripps
Regional Spelling Bee and annual golf outing.
· Suggested below potential awareness efforts
Upcoming Promotional Events
Event
Date
Location/Source
Press Release
To be established
Lafayette Journal & Courier & various local newspapers in the
10 surrounding counties
Press Release
To be established

21. Local radio stations
Donor Luncheon
To be established
To be determined
Spell Day for Literacy
February 25, 2017
Ivy Tech, Lafayette
Scripps Regional Spell Bee
March 4, 2017
Benton Central Jr.-Sr. High School
Golf Outing
June 22, 2017
Ravines, West Lafayette
In addition to increasing awareness to the targeted individuals,
ALI’s goal is to continue increasing awareness to its donor base
and identify potential new donors.
Donor Program - Our recommendation for this effort is:
· Start creating/compiling a list of 100 – 200 potential donors.
· Develop and document a Donor recruiting process- approach.
· Starting building a list of Donor questions or concerns and
have an ALI answer for each question.
Recipients – Customer Efforts
· ALI should have an immediate goal to vetting of 3 to 12
recipients. This will be validating the need and developing the

22. “service/product”.
· Perform demographic market research/analysis on the
potential pool of recipients by county. This is to identify the
size and location of your “customer” – recipient base.
· Develop and document guidelines and standards for vetting all
potential recipients.
Additional recommended next steps:
· Awareness and donor identification through fund-raising
events and sponsoring business luncheons.
· Individual, business, agency, government, academic, and
media networking.
· Guest speaking engagements – civic, business, government,
etc. meetings/luncheons/awareness programs.
· Creation and distribution of informational posters and
brochures to be placed in high traffic areas for potential
recipients and donors.
· Start developing a plan for organization growth and
sustainability (Needed to ensure greater donor pool).
· The major focus should be on: awareness and identification of
potential recipients and donors!
Areas to explore:
· Job fairs participation.
· College recruiting fair/efforts.
· Police Awareness meeting/ briefings.
· Speaking at church events.

23. 9. Evaluation
The success of ALI will be measured by follow-up with
scholarship recipients for feedback on their progress and
accomplishments. Recipient interviews and insights. This in
turn will be plotted into a metrics for the review of ALI staff
and its donors. Any ideas for improvement will be addressed
and evaluated at that time.
Donations, awarding of scholarships and program completion
will be closely monitored to determine the success of the
program for possible consideration of increasing the size of the
service region.
10. OUR PURPOSE
The overall result of ALI’s service organization is to bring
value to society by enabling individuals to become responsible,
educated and dependable individuals who can successfully
contribute to the workforce, promoting the success of local
businesses that in turn will help to strengthen our local
economy.
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