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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
