MRKT 314 Non profit Marketing

Overview

1. The purpose of this graded discussion is to develop a segmented and targeted campaign for attracting volunteers for Citizen Schools, a Boston nonprofit, offering young people in low-income communities real-world, hands-on apprenticeships. Additionally, this exercise will help you consider unique differences between generations and how to adjust strategies based on the values and experiences that resonate with a particular generation.
2. Explore and read Citizen Schools volunteer promotion page.
3. Read about one volunteer’s journey at Citizen Schools.
4. Develop a volunteer recruitment campaign that targets one of three volunteer groups:
   • Retirees (Baby Boomers)
   • Mid-Level professionals (Gen X or Y)
   • Young professionals (Gen Z)
5. Create personas for the targeted prospective volunteer. Use a positioning strategy for the organization that will yield volunteer commitment.
6. Write 2-3 sentences explaining how the proposed campaign answers the following questions:

• Describe the organization and its positioning strategy (what is the mission and describe the need for volunteers).
• Describe your target audience (selecting one of the generations).
• Create a target audience persona for the generation.
• Who is the competition for Citizen Schools? How will you differentiate yourself from them?
• What is Citizen Schools’ value proposition?
• What marketing assets will you need to recruit volunteers? What mediums will be used?
• Provide one creative campaign idea/strategy that would cause the target audience to respond and commit to volunteer service.
• How will you measure success in your marketing campaign?