Optional to Essential:
Constructing Your Marketing Plan
Welcome
Hello! My name is….
• Introduce yourself by sharing the following
– Name
– State
– Chapter
– 1 fun fact about yourself
– You chapter’s biggest concern as it relates to
promoting your chapter
Objectives
• Identify the characteristics of an essential
FCS/FCCLA program
• Introduce the new “Guide to Promoting
FCCLA”
• Identify best practices for teaching students
how to market themselves and FCS/FCCLA
• Develop a marketing plan for a chapter’s longterm goals using the Planning Process
What’s Essential to You?
• Consider the list of the following items in a
chapter, with the people at your table, you
must choose the five items that are essential
to a chapter’s success.
• Everyone at your table must agree!
What’s Essential to You?
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Large number of members
Updated Bylaws
Unlimited financial resources
Strong stakeholder support
Engaged STAR Event competitors
Community service/service learning presence
Administrator support
Another adviser to share responsibilities
Strong group of student leaders
An extra plan period for FCCLA activities
Essential Programs
• What are the characteristics of an essential
program?
Essential Programs…
• Are co-curricular
– Plan STAR Events in your class to meet objectives
and promote your program
– Use Power of One as a goal setting project
– Turn proficiency on an objective in to a planned
project
Essential Programs…
• Fill a need
– Your program does something that brings positive
associations to the school
– The only organization with the family as the
central focus
Essential Programs…
• Financially self-sustaining
– Thank your school for whatever you receive
– Have an advisory board to which you report your
credits and debits
– Don’t spend money you don’t have
– Set up a budget and share that budget with
members, parents, donors, and administrators
Essential Programs…
• Give service
– Brings your organizations members together and
builds their relationships
– Gives you a new advocate
– Builds proficiency in a classroom setting when
used as a learning tool (i.e. service learning)
Essential Programs…
• Develop students’ skills
– Leadership
– Public speaking
– Advocacy
– Self-esteem
– Confidence
– Higher graduation rates
– Higher GPA
Essential Programs…
Essential Programs…
What is Marketing?
• The action of promoting and selling products
or services
• What are we promoting?
• What are we selling?
The Guide to Promoting FCCLA
• Who should have this?
– Advisers
– Officers
– Any student involved in marketing your
organization
– Administrators
– Marketing teacher
– Parents
The Guide to Promoting FCCLA
• How can I use it?
– Writing media releases
– Basic facts about the organization
– Ensure proper use of the logo
– FCCLA editorial style guide
– Tips for how to use each kind of media
– Tips for working with elected officials
Guide Yourself to Answers
• Working as a table, you will find the answers
to the questions that follow.
• Choose one person as a recorder
• Each person will find one answer and then
pass the booklet to the next person.
• When it is your turn, find the answer and the
recorder will write down the answer and the
page number.
Guide Yourself to Answers
• What is the name for the award that honors a media
outlet whose responsibilities are not related to FCCLA,
but who has contributed to the coverage of the
organization?
• What indicates the end of a media release?
• What is a media advisory used for?
• What does PSA stand for?
• Where should a chapter name be placed when using the
FCCLA logo?
• How many characters per Tweet are allowed on
Twitter?
Take What You Learned
• Take the article at your tables and help
identify areas to improve this press release
Teaching Students Marketing Skills
• No time for all of this???
What Can Should Students Do?
• Advertising in and out of the school
• Develop RELATIONSHIPS with the community
and business leaders
• Attend meetings and present at community
and school organizations
• Be your best advocates
• Personally strive to portray a positive image
Tips
• Never assume your kids know what they’re
doing
• Practice! Practice! Practice!
– Have them critique each other
– Ask your students thought questions regularly
• Get it before they go
• Keep everything in perspective
The Trouble with Assuming
Things…
Teaching Time!
• As a group, create a 20-30 minute lesson plan
that you could use to teach this concept to a
group of members
Planning Process
• Always the starting point
• Your students already know it so it makes it
easier to get started
• Think about the problem with promoting and
marketing you shared in your introduction and
we will be developing a plan to help you solve
this problem
Planning Process:
Questions to Consider
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Who is the audience?
How do you attract new members?
Where do they come from?
How do we share our experience?
What will they get by joining FCCLA?
Why should current members rejoin?
How do we recognize members?
Who are our community supporters?
Planning Process
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Identify Concerns
Set a Goal
Form a Plan
Act
Follow Up
Act
• Setting up a marketing plan allows you to
– Develop measureable goals
– Assign roles
– Measure progress
Take it Home
• Discuss your plan with your group
– What can you take back to your chapter?
– Which of these ideas will be met with opposition?
– How can you prepare for the new year today?
– What do you need to carry out a successfully
marketing plan?
Seeing Results
• Sometimes we have to remind students that
they are building a file (literally and/or
figuratively)
Don’t Eat the Marshmallow!
Allison Kreifels
National Consultant Team
2012-13 National Executive Council Adviser
402-516-6850
allisonkreifels@gmail.com
@akreifels