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St. Anne Institute Origins “Saint Anne Institute is a private, voluntary, non-sectarian, not-for-profit residential and community-based treatment center located on eight and one-half acres within the heart of Albany. Since 1887, Saint Anne Institute offers a comprehensive and progressive range of programs and services to meet the unique needs of the children and families. The mission of Saint Anne Institute is to help the people entrusted to its care to live with personal dignity by enhancing their intellectual, emotional, and spiritual growth. Saint Anne's extensive community-based programs to youth and their families are framed by a strength-based, solution-focused approach (St. Anne Institute, 2013).” “Community Based Services help connect youths and families with appropriate services, to improve the life of youths in home, school and community, assist juveniles and their families in developing effective safety networks, prevent foster home or group placement and to facilitate a safe return to the family. Educate the community regarding child sexual abuse, break the cycle of sexual abuse and victimization and reduce the risk (St. Anne Institute, 2013).”
Citation preview
Marketing Plan for St. Anne Institute: Community Based Program Expansion
Present by: Madison Avenue MarketingMembers: Michele Morehouse, Ahmed Awan, Bradford Grimme and
Janardhanan Nair
St. Anne Institute Origins
“Saint Anne Institute is a private, voluntary, non-sectarian, not-for-profit residential and community-based treatment center located on eight and one-half acres within the heart of Albany. Since 1887, Saint Anne Institute offers a comprehensive and progressive range of programs and services to meet the unique needs of the children and families. The mission of Saint Anne Institute is to help the people entrusted to its care to live with personal dignity by enhancing their intellectual, emotional, and spiritual growth. Saint Anne's extensive community-based programs to youth and their families are framed by a strength-based, solution-focused approach (St. Anne Institute, 2013).”
“Community Based Services help connect youths and families with appropriate services, to improve the life of youths in home, school and community, assist juveniles and their families in developing effective safety networks, prevent foster home or group placement and to facilitate a safe return to the family. Educate the community regarding child sexual abuse, break the cycle of sexual abuse and victimization and reduce the risk (St. Anne Institute, 2013).”
Current Program Branch
Residential
Education
Community
Market Segmentation
St. Anne Institute
After School
VocationalEvening
Reporting Center
Fee-For-Service
Street Outreach Program
Day Services
EducationResidential EducationPreschool
Residential
Unaccompanied Alien
Children
Sexual Abuse
Prevention
Juvenile Sex
Offenders Program
DemographicsDemographic Albany
Population 98,424- Male 46,802- Female 51,102- 10 – 14 years 5,142- 15 – 19 years 8,772- 20 – 24 years 12,678Households 39,963- Median Household Income $40,145- Persons per Household 2.2- Average Family Household 2.95- Family Households 17,848- w/ children under 18 9,201- Married couple (w/ children under 18) 3,607- Female householder (no husband present) 4,598- Under 6 years 1,071- 6 – 17 years 2,364- Male householder (no wife present) 918- Under 6 years 253- 6 – 17 years 495
Demographic AlbanyHomeless Youths 792 (Albany County)UAC (Unaccompanied Alien Children) 4,799 (NYS TOTAL)UAC Released to Sponsor 4577 (9 counties in NYS)UAC without Sponsor or residential placement in NYS
222 (20% of UAC in NYS remaining)
Average UAC without placement per county 3.5Schools 48- Elementary Schools & Middle Schools 20- High Schools 9- Colleges 19Education - High School or Higher 91.4%- Bachelor’s Degree or Higher 36.6%- Graduate, Professional or Higher 17.2%- Unemployed 6.3%1Juvenile Detention Admissions 22 (Albany County)Female Juvenile Arrests 107Female Juvenile Arrests Percentage 28%
Demographics
Direct Competitors
Indirect
Community Centers
• Parson’s Child & Family Center• Northeast Parent & Child
Society• The Charlton School
• St. Catherine’s Center for Children
• La Salle School for Boys
• Capital District YMCA• Rudy A Ciccotti Family
Recreation Center• JCC of Albany• Arbor Hill Community Center
Strengths:1. Location2. Serves multiple counties3. Large affiliations, partnerships and collaborations4. Strong internal organizational infrastructure (Finance, HR, Management, Education, Health, etc..)5. Diverse revenue sources: grants, donations, fundraisers, in-kind donations & corporate giving6. Positivity --> values, attitudes & behaviors7. 1st facility statewide to offer treatment of youth sexual offenders
Weaknesses:1. Lack of community outreach to promote services within its communities (Albany, Saratoga, Rensselaer, Warren & Washington)2. Limited Satellite office3. Expenses/Operating costs exceeds revenue. 4, 80% of revenue goes to salaries and benefits & 20% to the actual programs and services. 5. Target Market segmentation is very narrows, catering to dominantly female adolescents in most programs.6. Limited use of large networking base & contacts7. Limited affiliations 8. Limited equipment & software for outreach promotion
SWOT Analysis: Internal
SWOT Analysis: External Opportunities:1. Decline in residential facility market, opens St. Anne up to expand into other diverse programs (Market penetration, growth expansion & service development)2. Apply for wider base of grants to increase funds3. Expand networking & contacts4. Increase use of large network of professional affiliations (Albany Chamber of Commerce), partnerships and collaborations5. Expand volunteer/intern opportunities6. Change organizational culture to better utilize funds and resources7. Expand use of digital media and increase security of social media 8. Apply for fee-for-service license through the office of mental health to accept insurance through fee-for -service to expand services9. Expand development and community relations department
Threats:1. Competition for market share2. More competition for grants, less funds available for program expansion3. Growth rate decreasing due to competition from other treatment facilities and community centers who have a strong presence among the community.4. Competitors serve youth, adults and seniors male & female5. Increased cost of living and maintenance of facilities6. Increased competition in the fee-for-service7. Competition has larger community awareness
Market Expansion, Growth & Development
Expand and develop programs services of the After School Vocational Program, Evening Reporting Center, Fee-for-Service, Street Outreach and the development of the possible UAC program for market segmentation growth.o Expanding the programs will enable for growth to occur in the transitional periods of
each market. Outsource training of staff to increase resources and skills that will need to be utilized
with changes within the programs to become cross-functional with a limited staff. Continued partnership with the Hudson Falls Central School District. Utilize funds
obtained by the 21st Century Learning Center grant for $294,725 annually for 3 years to continue partnership with the Hudson Falls Central School District to implement future programs benefitting youths and their families later in 2014 in the greater Hudson Falls Central School District (Cave, 2014).
Placement & Promotion of recommended market segmentationso Urban Youth and Families (After School Vocational Program)o Uninsured Individuals (Fee-for-Service)o PINS/Juvenile (Evening Reporting Center)o Homeless Youths (Street Outreach Program)o Unaccompanied Alien Children (Residential)
Re-position St. Anne Institute through a set of recommended integrated communication/marketing strategies.
Hire two full-time communications/media specialists to handle the marketing and ICM initiatives on a daily basis so employees do not have to take away time from their specialized positions.
Expand upon concepts of stakeholders and programs so they can be repositioned as separate entities. This rationality will increase the number of distribution channels to a broader base of exposure verses having, such a narrow base. It limits the exposure of St. Anne’s to a particular populace, such as donors.
Utilize competitor analysis provided by Madison Avenue Marketing to understand competitions positioning.
Increase networking abilities to broaden the stakeholder base and shift how St. Anne Institute views their stakeholders.
Increase digital presence through media/advertising strategies to increase St. Anne Institute to all stakeholders with a broader presence.
Promote St. Anne Institute to increase public awareness. Connecting with local media and strengthen relationships to promote positive brand image.
Public Relations
Compliance Advocate that St. Anne is following the accordance's and governances passed in
the Nonprofit Revitalization Act of 2013 (New York State Attorney General, 2013). The New York State government signed in the A.G. Schneiderman's Nonprofit Revitalization Act 2013. This reform focuses on improve governance and oversight while cutting red tape. New York will become competitive with other states, which will allow the state to continue attract and nurture nonprofits (New York Attorney General, 2013). Laws, such as this make it possible for nonprofits to operate in an unrestricted manner to serve those in need.
Market Segmentations for Growth
Urban Youths & FamiliesUninsured Individuals
PINS/JuvenilesHomeless Youths
Unaccompanied Alien Children
Projected Demand for Market Segments Urban Youths
& Families
Families without Health Insurance
PINS & JUVENVILE Detention Homeless Youths
Unaccompanied Alien Children (Serves 40 counties state wide)
Segment Size:
25,000 60,000 40 748 140
Segment Growth Rate:
Slow gradual increase, average .6% increase per year
Gradual increase (cost of insurance goes up and eligibility in NYS for Medicaid is stringent)
Stable, tends to fluctuate year to year
on average .8%
Fluctuating trends; market tends to decline and increase every other year over a five year period.
Volatile, market in increasing rapidly. Nationwide UAC numbers have doubled between FY2013 to FY2014
Strategic Fit of the Segment:
-Vocational Training Program (Community Based Services)
- Fee-FOR-Service Program (Community Based Services)
- ERC (Evening Report Center)
(Community Based Services)
- SOP (Street Outreach Program) Community Based Services
- UAC Residential Care/Educational Services
Target Market ProfileTarget Profile Urban Youth
and FamiliesUninsured Individuals PINS/Juveniles Homeless Youth Unaccompanied Alien
ChildrenSex: Female/Male Female/Male Female Female/Male Female/MaleAge: 12 – 21 0 mos. – 90 + 12 – 16 12 – 21 Up to 18 years of ageHousehold Income:
< $40,145 < $31,800 0 Unknown 0
Education: - Middle School- High School- GED- Some Post-Secondary education
- Elementary School- Middle School- High School- GED- Post Secondary education
- Middle School- High School- GED
- Middle School-High School-GED- Some Post-Secondary education
- Elementary- Middle School- High School- Some Post-Secondary Education
Occupation: Student Employed or unemployed
Student Unemployed Student
Lifestyle: - Inner city/Urban environment
- Families who make less than 31,000
- At Risk Youths- Misdemeanor criminal activities
- At Risk Youths- Truancy or runaways
- Illegal immigrants- Captured by immigration (usually waiting on deportation process) or residential sponsorship
Statistics Derived from U.S. Census Bureau, NYS Criminal Juvenile Arrests, Office of Refugee Settlement
Pricing of After School VocationalHousing Food Transportation Clothing Health
CareChild Care
and Education
Other Total
$3,793 $2,890 $1,496 $568 $1,277 $1,561 $1,109 $12,694
Housing Food Transportation Clothing Health Care
Child Care and
Education
Other Total
$4,600 $2,913 $2,025 $1,100 $1,200 $3,938 $775 $16,550
Scenario 1 with one-parent household with one child (age 14)
Scenario 2 with two-parent household with one child (age 17)
Expense CostSalaries & Benefits 80% $ 45,600Other Expenses 20% $ 11,400Total Budget: $ 57,000
Pricing of Fee-for-Service
Type of Patient Service
Cost
Evaluation Session
$100.00
Individual Session
$60.00 - $80.00
Group Session $40.00
(Cortese, 2014).
Pricing for Evening Report CenterExpense Quantity of Units Cost
Average cost of Place per Juvenile in the United States per day
(Government cost) $ 240.99
ERC VS. Secured Detention cost (1/3) less of daily juvenile placement
(Government Cost) $ 168.70
ERC VS limited Secured Detention (1/2) cost of daily juvenile placement
(Government Cost) $ 120.49
Full Capacity Enrollment 10 (Utilize Limited Secured detention b/c ERC youths are still at home while attending program)AVG of 4.3 Weeks in a Month
$ 2,409.80
$ 10,362.14Full Capacity Annual Cost 10 $124,345.68Current Capacity Enrollment 3 $ 722.94
$ 3,108.63Daily Maintenance Fee $ 120.49Weekly cost per ERC Youth 1 (2x a week) $ 240.98
Monthly cost per ERC Youth 1 (4.3 weeks avg. a month) $ 1,036.21
Expense of enrollment Actual Capacity vs. Full Capacity:
Street Outreach Program Quantity Per Unites CostNational SOP $14,800,000.00St. Anne Institute SOP $ 140,320.00SOP Salaries & Benefits 80% of Budget $ 112,256SOP Other Expenses 20% of Budget $ 28,064SOP Vehicle Expense Vehicle Lease Down Payment $ 2,500 Vehicle Cost (ex. Jeep patriot) Fair Market Value $ 13,377
Vehicle Cost After down payment $ 10,877 Annual Interest Rate (US AVERAGE) 3.22%
Annual Lease Interest $ 350.24 Sales Tax (8.17%) $ 888.65 Registration & Title Fee $ 201.00 Monthly Lease Expense (ex. Jeep Patriot) Monthly Payment $ 233.90
Annual Lease Expense Annual (12 Months) $ 2,806.80 Gas Usage 522.80 sq. miles (Albany county) x Average price per gallon @
$3.20$ 1,672.96
Average Cost 3.49 per gallon $ 1,824.57 Car Maintenance (Oil Change) 12 Months $ 479.88
Total SOP Vehicle Expense 12 months $ 10,875.71
Tangible Street Outreach Pricing
Street Outreach Program
Quantity Per Unites Price/Budget/Cost/Funds
Cost per unit 1 $ 0.04 Contact Card
Bundle1000 $ 35.00
Shipping Method Standard $ 13.99Total SOP Contact Card Expense
$ 48.99
SOP Hotline Expense Monthly $ 9.95 Activation Fee $ 30.00 Annual Hotline
Expense12 Months $ 119.40
Total SOP Hotline Expense
$ 149.40
Remaining SOP Expenses
6.02% of Remaining Budget $ 16,989.90
Intangible Street Outreach Pricing
Pricing for Unaccompanied Alien Children
Expense CostUAC Individual $40,000.00
Enrollment Capacity (140 UAC’s) $5,600,000.00
28,000 Sq. ft. Building $3,300.000.00Furniture $336,000.00Labor Pro-Bono/Volunteer
Salaries (50 new employees)(Avg. salary $40,000)
$2,000,000.00
Fringe Benefits $1,200,000.00Total UAC Expense: $12,100,000.00
Other Expenses: $1,900,000.00Total Cost: $14,000,000.00
Projected Sales Revenue 1st YearSt. Anne Institute Projected Sales Revenue 1st Year
Revenue Source Revenue 2014-15 2013-14
Vocational $57,000.00 $57,000.00
Fee-For-Service $4,200,000.00 $24,290.00
Evening Report Center $150,000.00 $150,000.00 Street Outreach Program $140,023.00 $0.00 Unaccompanied Alien Children $14,000,000.00 $0.00
Institution Revenue $13,742,687.00 15,450,331.00
Total Project Revenue $32,547,023.00 $15,681,621.00 Revenue Percentage Increase: 7.50% 9.00%
Total without UAC Grant: $18,547,023.00 Revenue Percentage Increase 8.40%
Break Even PointCurrent Year 2014-2015
Last Year 2013-2014
Revenue $32,547,023.00 $15,681,621.00 Revenue without UAC $18,547,023.00 Expense $19,518,809.50 $15,796,316.00 Expense without UAC $16,716,609.50
Break Even Point $13,028,214.00 $(114,695.00) NO BREAK EVEN
Break Even Point without UAC Grant $1,830,413.50
Without UAC Variance: 9.30%LY Variance 11.30%
Break Even Analysis
2013-2014 2014-2015($5,000,000)
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
Break Even Analysis
Revenue Expense Break Even Point
Break even point from LY has a max potential of between 9.3% -- 11.3% increase
Primary Stakeholders
Community Employees Volunteers
Donors Competitors Media
Secondary Stakeholders: Government/Municipal
Rensselaer County Department of Mental Health
Albany County Department of Health
Albany County Department of Probation
Albany County Family Court Albany County Department of Social Services
Administration of Children & Family Services
Office of Refugee Resettlement New York State Department of Labor
Secondary Stakeholders: Professional Affiliations
Council of Family and Child Caring
Agencies
Capital Area School Development Association
New York Council of Non-profits, Inc.
New York Society for English Council
Association for the Treatment of Sexual Abuse
New York State Coalition of 853
Schools
Capital District ACES-HEARTS
Coalition
Rotary Club of Albany
Albany/Colonie Regional Chamber
of Commerce
Rensselaer County Regional Chamber
of Commerce
Office of Children and Family
Services
New York State Department of
EducationHope House, Inc. La Salle School St. Catherine’s
Center for Children
St. Peter’s Health Partners
The College of St. Rose
University of Albany, SUNY
Albany City School District
Troy City School District
Hudson Falls Central School
District
Cornell Cooperative
Extension
Underground Railroad History
Project of the Capital Region
Trinity Alliance Pride Center of Capital Region
Unique Selling Proposition
St. Anne Institute is a nationally recognized agency that facilitates
residential, educational and community based programs. They are the
only agency in the Capital District, which serves 40 out of 62 counties
state wide (Cortese, 2014). Their focus is on youths and families. The
goal is family preservation and unification. The first choice for St.
Anne Institute is bringing families together, but if family unification
can't happen other alternatives, such as foster homes and group
home placements can occur.
Niche Marketing
Urban Youths & Families
Uninsured Individuals
PINS/Juveniles
Unaccompanied Alien Children
Homeless Youths
St. Anne Institute Integrated Communications MatrixCommunication Type Objective Medium Frequency Audience Ownership Deliver
Kick off Meeting Ensure that everyone is on the page for the
2014-15 St. Anne Institute Marketing Initiatives
Face to Face Once Staff Management Marketing Objectives
Internal Department Team Meetings
Report status of project Face to face Weekly Project Team Vocational, ERC & SOP coordinator AgendaGoals/Tasks
Project Status Meeting Report to executive management status of
projectsConference Call Monthly Managers Vocational, ERC & SOP coordinator Program marketing initiatives report
status
Email Fee-for-Service CoordinatorFace to Face UAC/Residential Coordinator
Digital/Print Publications
Newspaper Promote programs at St. Anne Institute to a wider audience
Print Semi-Annual Students After School Vocational AdvertiseOnline Communities Street Outreach Program Human Interest Story Homeless Youths Unaccompanied Alien Children Feature Story Parents Press releases Schools Government departments
Audio Publications Radio Boost awareness of programs, expand
outreach to wider populaceradio/broadcast SOP (26 weeks) - Stakeholders Street Outreach Program 30 second airtime commercial
Fee for Service (3 Months) Fee-for-Service
After School VocationalSocial Media Facebook Increase community awareness of the
positive attributes associated with the programs
Hyperlink Weekly Stakeholders Development & Community Relations Free source of promoting
Twitter Hyperlink Weekly Stakeholders Development & Community Relations
Website Hyperlink Weekly Stakeholders Development & Community Relations
YouTube Increase community involvement Public Service Announcement
Annually (6 month mark) Community Street Outreach Program Project Team
St. Anne Institute Integrated Communications MatrixCommunication Type Objective Medium Frequency Audience Ownership Deliver
Printed/Electronic Materials Contact Cards Establish a connection
with homeless youthsFace to Face As needed Homeless Youths Street Outreach Program Homeless youths are placed in
transitional living environment
Enables homeless youths to make contact for when they are ready
Brochures Distribute informational brochures tailored to each segment to partners and cooperatives
Face to Face As needed School Districts After School Vocational N/A Direct Mail Albany County Department of Social
ServicesFee-for-Service
Email Albany County Department of Probation
Evening Report Center
Albany County Family Court Unaccompanied Alien Children Albany County Children, Youth &
Family Services
Newsletter Publicize programs success and progress to stakeholders
Direct Mail Quarterly - Donors, affiliates & Community Development & Community Relations - Highlight activities with segmented programsEmail
WebsiteCoupons Offers incentive to
promote program Direct Mail 3 months Uninsured individuals & Families Fee-for-Service Project Team - Patients coming in with free
evaluation coupons
Direct Mailers Increase vocational program enrollment
Direct Mail Quarterly After School Vocational After School Vocational Project Team More sources for job placement
Events Open Houses Expose the
importance of reaching out to homeless youths
Face to face Kick off meeting for SOP Donors Street Outreach program Possibility of funds to expand SOPGovernment Officials Community involvementCommunity
Agency Tours Increase number of donors
Face to Face Quarterly Stakeholders All programs Possibility of new donors
Education Workshops Provide and develop homeless youths skill sets
Face to face Monthly Homeless Youths SOP St. Anne Institute, Trinity Alliance & Price Center
Homeless youths can transition into living independently
Media Example: Internship/Volunteer
Media Example: Fee-For-Service
Media Example: SOP Contact Card
Top: Front-side of SOP contact card Below: Back-size of SOP contact card (Design via Vista Print)
Media Example: UAC
Brand Identity
SloganSymbol
Typography
Name
People
SelectRecruit
HireRetain
12 Month Action PlanActivity Responsibility Target Date
Choose Marketing Plan & Initiatives Executive Staff/Development & Community Relations
December 2014 – January 2015
Marketing Plan 2014-15 Kick off Meeting Executive Staff/Development & Community Relations
January 2015
Create a 12 month meeting schedule Executive December 2014
Brand Reimage Development & Community Relations January 2015 – December 2015
Begin implementation of the Street Outreach Program
SOP Project Team November 2014 – January 2015
Begin updating all contacts for all programs
Program Project Teams (Vocational, Fee-for-Service, ERC, SOP & UAC).
February 2015 – July 2015
Focus on building social media network Interns/Volunteers November 2014 – July 2015
Expand development & community relations department
Executive/Human Resources/Development & Community Relations
January 2015
Hire 2 communication specialists Executive/Human Resources/Development & Community Relations
February 2015 – May 2015
Apply for membership with Albany Chamber of Commerce
Development & Community Relations January 2015
Increase Affiliation with local schools and Hospitals
Fee-for-Service/Development & Community Relations
January 2015 – December 2015
12 Month Action Plan Activity Responsibility Target Date
U Print Coupon Booklets Fee-for Service Project Team January 2015 – March 2015
Begin Distribution of program brochures to proper distribution channels
Program Project Teams (Vocational, Fee-for-Service, ERC, SOP & UAC).
January 2015 – December 2015
Begin SOP social media campaign for Open House
SOP Project Team/Development & Community Relations
December 2015 – February 2015
Hire staff for Street Outreach program Human Resources February 2015
Street Outreach Program Open House SOP Project Team February 2015
Viral Social Media Campaign (YouTube) PSA
SOP Project Team March 2015 – June 2015
Start production & distribution of direct mailers
After School Vocational March 2015
Develop a larger network of job placements for vocational program through going to networking conferences across the Capital Region
After School Vocational Project Team November 2014 – November 2015
12 Month Action PlanActivity Responsibility Target Date
Buy equipment for handling marketing materials
Development & Community Relations February 2015
Begin Social Media Campaign for Wine, Dine & Stien Fundraiser
Development & Community Relations February 2015 – April 2015
Pitch Stories to Local newspapers Program Project Teams (Vocational, Fee-for-Service, ERC, SOP & UAC).
April 2015 – December 2015
Preliminary Plans for additional housing SOP & UAC SOP January 2015UAC (within 6 months of approval)
Begin planning UAC program Residential Coordinator/UAC Project Team Within month of approvalHire staff for UAC Human Resources/Residential Coordinator February 2015 – May 2015Attend Medical Conventions Fee-for-Service Coordinator May 2015 – August 2015Distribute Evening Report Flyers to School Districts
ERC Project Team February 2015 & August 2015
Annual Reports Chief Financial Officer June 2015Collaboration Meeting with LaSalle School or Parsons to gain a better understanding of a vocational program
After School Vocational Project Team July 2015
Begin social media campaign for Annual Fedullo-Catena Golf Classic
Development & Community Relations June 2015 – September 2015
Begin researching & planning 2015 -2016 marketing plan initiatives
Development & Community Relations September 2015 – December 2015