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Marketing Presentation

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Yan Ortiz

This document outlines a marketing project for WITS Performance, a nonprofit that promotes creative writing among students. The objectives are to increase brand awareness for WITS Performance and their partner Meta-Four, create online marketing plans, and increase social media engagement. Key issues addressed include utilizing social media to promote events and generate interest, setting up at other poetry events to attract new customers, and expanding WITS Performance's size and reputation among schools and students. Competitors and trends in the nonprofit space are also discussed.

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MARK 3339 Project Yan Ortiz Kendall Webb Tammy La Roxana Guzman Stephanie Nguyen
Vision & Mission Vision Revolutionizes the way reading and writing are taught, nurturing the growth of the imagination and awakening students to the adventures of language Mission To engage children in the pleasure and power of reading and writing
WITS Services WITS Collaborative engages teachers in a period of writing workshops that host group writings, lesson planning, and classroom co-teaching. WITS Digital A groundbreaking program that combines writing and online gaming to inspire creative writing. WITS Performance (Focus) emphasizes self-expression among students. WITS Alliance is a network of 32 literary arts education programs and individuals who serve K-12 students and provide professional development for their teachers.
Project Objectives & Visions Our Objectives • WITS performance is under-noticed • New target segment (Teenagers, 13-19 years old) • Small community for poetry slam within Houston Our Visions • Increase brand awareness for both WITS performance and Meta-Four • Create online marketing plans for WITS performance & Meta-Four • Increase social-media traffic
Industry Trends • A trend for non-profit organizations within the past year is an uprising in social media to increase recognition • Another trend is increase of demand and not enough support • According to WITS, they are searching for ways to expand their name to receive more support and recognition.
Problem Increase of demand and not enough support Solution Coordinate and promote events to generate awareness and attract potential customers Problem and Solution #1
Problem and Solution #2 Problem Lack of Social Media Attraction Solution No scattered postings. Post everyday and initiate a social media campaign
Problem No new customers. Only loyal customers Solution Set up booths at poetry slam events to generate the crowds interest in the organization and to provide more information to the public Problem and Solution #3
Legal Issues Important Information about Non Profits • No part of the income of which is distributable to members, directors, or officers • Not automatically exempt from federal or state taxes • A nonprofit corporation must have at least 3 directors, one president, and one secretary • Must make records, books, and annual reports of financial activity available to the general public
Technology Issues Current Problems • Paper based (fliers) • No system to keep account of students/ student information • No tab of who sees events • No footprint on website Solution • Switch to Computer Based System (CRM) • Keep a tab on students who continue to go regularly to events and who participate • Include parents in on meetings and update them on what their student has accomplished and upcoming events
WITS Performance Competitor Alley Theater • They claim to have award-winning programs for middle school and high school students. • Their slam poetry is an 8-10 session residency in and out of classrooms • They take part in the Bayou City Poetry Teen Slam and Slam Poets at the Alley Grand Slam.
Solutions • Expand size of the organization • Increase awareness of their name and reputation towards schools, parents and students. • Achieve popularity
Blue Ocean/Disruptors Blue Ocean Encourage and guide teachers and students to form poetry clubs within schools Increase needs of professional guidance Helps promote poetry slam within schools Disruptors The Slam Poets at Alley Theatre Slam Poets provide free classes to all students The Annual Bayou City vs. The Annual Space City Slam
Customer Needs Customer Needs: • Schools • Giving tips to add to lesson plan • Information about WITS • Provide pamphlets to include prices and promos Students (age 13-19) • Creativity • individual performance • confidence building • information on events and what they would do
Target Segment Schools (Public/Private) • WITS provide itinerary • Create slides/notes for teacher • Create brochures to increase market ( include prices) Students (ages 13-19) • Add students’ social media • Create a competition • Text/email updates for each event • Prizes: as incentives (e.g. shirts, chance to go to finale)
Trends Trends: • Social Media (FaceBook, Twitter, YouTube) • Add all students in program • Post every day or once a week • Include location change for each event Humanize Brand • Offline marketing • Contact radio, newspaper, magazine companies in TX • Place flyers in information booth at Discovery Green • Create a connection with crowd • Build purposeful eye catching sources (e.g. flag, flyers)
SWOT Analysis Space City Slam Series Houston • Ownership • The only local youth Poetry team Professional Writers • Teachers, university professor, and professional writers Strength Online Campaign • Campaign, challenges, & hashtags Create Internships within WITS • Marketing & P.R. interns • College students understand trends Opportunities Slam Poets @ Alley Theatre • Possibility of creating new team Constant change in technology • Heavily focus on in-person sales • Change in online promotion Threats Weaknesses Organization/Department Size • Small to medium size • Lack of professional specialist Lack of promotion planning • Inability to identify potential marketing opportunities
Q & A

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Marketing Presentation

  • 1. MARK 3339 Project Yan Ortiz Kendall Webb Tammy La Roxana Guzman Stephanie Nguyen
  • 2. Vision & Mission Vision Revolutionizes the way reading and writing are taught, nurturing the growth of the imagination and awakening students to the adventures of language Mission To engage children in the pleasure and power of reading and writing
  • 3. WITS Services WITS Collaborative engages teachers in a period of writing workshops that host group writings, lesson planning, and classroom co-teaching. WITS Digital A groundbreaking program that combines writing and online gaming to inspire creative writing. WITS Performance (Focus) emphasizes self-expression among students. WITS Alliance is a network of 32 literary arts education programs and individuals who serve K-12 students and provide professional development for their teachers.
  • 4. Project Objectives & Visions Our Objectives • WITS performance is under-noticed • New target segment (Teenagers, 13-19 years old) • Small community for poetry slam within Houston Our Visions • Increase brand awareness for both WITS performance and Meta-Four • Create online marketing plans for WITS performance & Meta-Four • Increase social-media traffic
  • 5. Industry Trends • A trend for non-profit organizations within the past year is an uprising in social media to increase recognition • Another trend is increase of demand and not enough support • According to WITS, they are searching for ways to expand their name to receive more support and recognition.
  • 6. Problem Increase of demand and not enough support Solution Coordinate and promote events to generate awareness and attract potential customers Problem and Solution #1
  • 7. Problem and Solution #2 Problem Lack of Social Media Attraction Solution No scattered postings. Post everyday and initiate a social media campaign
  • 8. Problem No new customers. Only loyal customers Solution Set up booths at poetry slam events to generate the crowds interest in the organization and to provide more information to the public Problem and Solution #3
  • 9. Legal Issues Important Information about Non Profits • No part of the income of which is distributable to members, directors, or officers • Not automatically exempt from federal or state taxes • A nonprofit corporation must have at least 3 directors, one president, and one secretary • Must make records, books, and annual reports of financial activity available to the general public
  • 10. Technology Issues Current Problems • Paper based (fliers) • No system to keep account of students/ student information • No tab of who sees events • No footprint on website Solution • Switch to Computer Based System (CRM) • Keep a tab on students who continue to go regularly to events and who participate • Include parents in on meetings and update them on what their student has accomplished and upcoming events
  • 11. WITS Performance Competitor Alley Theater • They claim to have award-winning programs for middle school and high school students. • Their slam poetry is an 8-10 session residency in and out of classrooms • They take part in the Bayou City Poetry Teen Slam and Slam Poets at the Alley Grand Slam.
  • 12. Solutions • Expand size of the organization • Increase awareness of their name and reputation towards schools, parents and students. • Achieve popularity
  • 13. Blue Ocean/Disruptors Blue Ocean Encourage and guide teachers and students to form poetry clubs within schools Increase needs of professional guidance Helps promote poetry slam within schools Disruptors The Slam Poets at Alley Theatre Slam Poets provide free classes to all students The Annual Bayou City vs. The Annual Space City Slam
  • 14. Customer Needs Customer Needs: • Schools • Giving tips to add to lesson plan • Information about WITS • Provide pamphlets to include prices and promos Students (age 13-19) • Creativity • individual performance • confidence building • information on events and what they would do
  • 15. Target Segment Schools (Public/Private) • WITS provide itinerary • Create slides/notes for teacher • Create brochures to increase market ( include prices) Students (ages 13-19) • Add students’ social media • Create a competition • Text/email updates for each event • Prizes: as incentives (e.g. shirts, chance to go to finale)
  • 16. Trends Trends: • Social Media (FaceBook, Twitter, YouTube) • Add all students in program • Post every day or once a week • Include location change for each event Humanize Brand • Offline marketing • Contact radio, newspaper, magazine companies in TX • Place flyers in information booth at Discovery Green • Create a connection with crowd • Build purposeful eye catching sources (e.g. flag, flyers)
  • 17. SWOT Analysis Space City Slam Series Houston • Ownership • The only local youth Poetry team Professional Writers • Teachers, university professor, and professional writers Strength Online Campaign • Campaign, challenges, & hashtags Create Internships within WITS • Marketing & P.R. interns • College students understand trends Opportunities Slam Poets @ Alley Theatre • Possibility of creating new team Constant change in technology • Heavily focus on in-person sales • Change in online promotion Threats Weaknesses Organization/Department Size • Small to medium size • Lack of professional specialist Lack of promotion planning • Inability to identify potential marketing opportunities
  • 18. Q & A