First Advisor

Del Castillo, Ramon

College

College for Professional Studies

Degree Name

Master of Nonprofit Management

Document Type

Thesis - Open Access

Number of Pages

63 pages

Abstract

Glenwood Country Day School Elementary, a newly expanding soon-to-be nonprofit, is in dire need of marketing assistance. This paper presents a marketing plan comprised of a mix of marketing strategies. In an effort to fill its classrooms, the school had previously advertised in a few local magazines. However, the response was poor. To obtain a more thorough understanding of the problem facing the school, multiple sources were consulted. Interviews were conducted; a survey was administered; a literature review was performed. Through research and analysis, seven marketing goals were proposed. These include adding clients, expanding current partnerships with the local community, increasing community awareness of the school, educating the new board on the importance of marketing, and improving the image of the school. In order to achieve these goals, five specific strategies are presented: an annual promotional event, improved communication, better handling of the issue of cost, and better use of volunteers and staff members. Specific techniques for implementing these strategies, as well as means of evaluating their success are described. The cost of implementing these marketing strategies will come primarily from the savings from ceasing to advertise in the local magazines and from the added revenue of enrolling additional students. The personnel needed to implement the strategies will come from parents, board members, and a newly hired part-time marketing and admissions director. Additional potential obstacles, beyond cost and personnel, are the board's lack of experience, the lack of time, and a possible delay in achieving nonprofit status. These obstacles are discussed.

Date of Award

Spring 2006

Location (Creation)

Denver, Colorado

Rights Statement

All content in this Collection is owned by and subject to the exclusive control of Regis University and the authors of the materials. It is available only for research purposes and may not be used in violation of copyright laws or for unlawful purposes. The materials may not be downloaded in whole or in part without permission of the copyright holder or as otherwise authorized in the “fair use” standards of the U.S. copyright laws and regulations.

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