Fathers & Families, Inc

Strategic Marketing Management

Spring 2016

Agenda❖Re-Introduction❖What is fatherlessness?❖What’s out there already?❖Potential Strategies❖Rebranding❖Final Recommendations

Mission: “to improve the lives of children, mothers, and families – and to help our communities and our country

-- by building awareness of the importance of fathers, by helping fathers be better fathers, and by rebuilding

the institution of fatherhood over the next 50 years.”

A child that does not have a physically or emotionally involved,

loving father living in the home.

What is fatherlessness?

50% say it is difficult to balance work and family

Nearly half (46%) say they don’t spend enough time with their kids

What’s out there already?

What’s out there already?

Kids without fathers

Teenage boys

New fathers

Fathers trying to become better fathers

Incarcerated fathers

Military fathers

Overworked fathers

Unemployed fathers

Religious affiliation

What’s the right angle?

What’s in the toolbox?

1.Market Differentiator2.Strategic Alliance3.Imitator

Potential Strategies

1.Market Differentiator2.Strategic Alliance3.Imitator

Potential Strategies

What makes Fathers & Families different?

● 85% of males work more than 40 hours per work

● 40% of professional men work more than 50 hours per week

● 44% of men ages 34-54 say

they do not have adequate work/life balance

?

Who is the Overworked Father?

1.Market Differentiator2.Strategic Alliance3.Imitator

Potential Strategies

In Per Suit of Change

MenzFit

Services Offered

Who are the clients?

How would Fathers & Families fit in?

● Fathers & Families

1.Market Differentiator2.Strategic Alliance3.Imitator

Potential Strategies

National Fatherhood Initiative

Local communities

NFI Target Markets

Incarcerated Fathers

Military Fathers

State & Local Agencies

STRENGTHSBrand Awareness

State/Local connections

Breadth and depth of available resources

WEAKNESSESLess control of messaging

May be difficult to merge NFI content with original content

NFI Partnership SWOT

THREATSOther imitators

OPPORTUNITIESGrowth through training

Networking with other organizations

Rebranding

The Everyday Dad

Final Recommendations

6 Months:● Rebrand Fathers & Families (consider new name)● List potential speaking engagements ● Identify potential accreditation opportunities

Final Recommendations

6 Months:● Rebrand Fathers & Families (consider new name)● List potential speaking engagements ● Identify potential accreditation opportunities

36 Months:● Establish partnership with MenzFit ● Schedule at least one speaking event per year ● Pursue appropriate accreditations

Final Recommendations

6 Months:● Rebrand Fathers & Families (consider new name)● List potential speaking engagements ● Identify potential accreditation opportunities

36 Months:● Establish partnership with MenzFit ● Schedule at least one speaking event per year ● Pursue appropriate accreditations

60 Months:● Expand through tri-state area● Consider to strengthen community partnerships● See growth at MenzFit

Final Recommendations