Running head: MARKETING PLAN: OUR HELPING HANDS Marketing Plan: Our Helping Hands July 03, 2009 Marketing Plan: Our Helping Hands Brief Description of the Service Offered Our Helping Hands is a non-profit food bank for low income families and seniors, serving all counties of the United States. The goal of this food bank is to alleviate hunger and to improve quality of life by growing, collecting and packaging food and distributing it through a network of various programs and service agencies serving target population groups. The services provided by Our Helping Hands comprise of emergency food programs, food box programs, as well as special food programs for seniors and low income families. Our Helping Hands also has a youth farm aimed to provide a number of opportunities for self-sufficiency activities for youth at risk living in low income families. A non-profit food bank receives support from charitable organizations, local authorities, counties in each state where Our Helping Hands operates in, as well as additional funding from corporate sponsorship. According to official statistics, approximately 1 out of 5 residents in the United States qualify for food bank services and programs (Poverty, US Census Bureau).
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Our Helping Hands owns a number of warehouse facilities where the non-profit food bank stores donated food for further distribution to those in need.
Our Helping Hands encourages farmers, wholesalers, retailers and processors to donate food and collects food donation from local restaurants to distribute it immediately as it is foreseen by its programs and activities. According to preliminary estimates and prospective data, the number of seniors who need to be covered by programs and initiatives of the food bank will increase during the next 5-10 years. As the population in the United States is getting older and ratio younger-elder population changes due to baby-boomer generation, Our Helping Hands will be an important resource to them, as the food bank will be able to respond in a timely manner providing those in need with food. Analysis of the Market in Which the Product/Service Is Offered As Our Helping Hands programs target all low income families and seniors living in the United States through a number of local programs and services, the size of the market is significantly large. Over 12% of the total population can be characterized as low income, and over 12% of the population comprise of seniors, thus qualifying to be covered by Our Helping Hands. This represents approximately 25 per cent of the U.S. citizens that potentially need to be covered by Our Helping Hands.
As it was already mentioned, this target group can be divided into two segments: seniors (both living in low-income families and alone) and low income families. As the number of seniors is projected to increase significantly, with effective implementation of Our Helping Hands strategy, the devastative effects of hunger can be reduced to minimum. Size and Demographics of the Market According to the Current Population Survey (CPS), 2008 Annual Social and Economic Supplement (ASEC), and the source of official poverty estimates, the official rate of low-income families is approximately 12.5%, while the number of senior population (seniors 65+) make up over 12% of the total population (Poverty, US Census Bureau).
Although poverty rate in the United States consistently decreases, the projected number of people who will be 65 and older in 2050 is 86.7 million (Poverty, US Census Bureau).
In such a way, at least 20% of the total citizens in the United States qualify for assistance from Our Helping Hands. Our Helping Hands targets low-income families and seniors who need emergency help.
To inform the audience of the workings of the Houston Food Bank and the concepts discussed during the course which were demonstrated through our volunteer experience. Organizational Pattern: Topical Thesis Statement: The Houston Food Bank uses the efforts of volunteers as well as donations to support the reduction of hunger in the community. INTRODUCTION When the topic of people going hungry is ...
Approximately 40-50% of the client base comprises of children living in low-income families or those living with seniors. According to preliminary estimates, the typical profile of low-income families that might be interested in Our Helping Hands programs is as follows: at least one parent is full-time employed; the average number of children in the family is 3-4; the low-income family has already applied for help to at least one social service agency or social service program within the last year to receive food assistance. Potential Competitors As eliminating hunger in the United States has become an issue of the day, there are many food bank and social assistance programs operating in the same market. However, as these are mostly non-profit organizations aiming to collaborate with each other in order to embrace the maximum possible families and seniors in need, it hardly be concluded that they are competitors to each other. According to preliminary estimates, there are over 50 food banks operating within the United States: Capital Area Food Bank, Community Food Bank, United Way Community Food Bank Inc., SEMO Food Bank, Second Harvest Food Bank of Greater New Orleans and Acadiana, Daily Bread Food Bank, Merrimack Valley Food Bank, Greater Lansing Food Bank, Feeding America, the Nation’s food bank network, and many others. Differentiated Target Market Segment Strategy Our Helping Hands foresees a differentiated targeting strategy to target senior citizens and low income families. The primary target population group for Our Helping Hands is senior citizens (age 65+).
This group is the fastest growing segment of the U.S. citizens that are in need for Our Helping Hands food bank services and programs. According to statistics, the number of citizens 65 and older makes up approximately 40 million, accounting for over 12 percent of the total population in the United States. Between 2006 and 2008 this age group has increased by over 700,000 people (Census Bureau Presents Latest Facts about Senior Citizens for Older Americans Month).
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Estimated population of residents in the United States aged 65 and older in 2050 is 88.5 million, totaling to 20 percent of the U.S. population at this time.
Median income of the families with householders aged 65+ remains relatively unchanged, making up approximately $28,305 (Census Bureau Presents Latest Facts about Senior Citizens for Older Americans Month).
Finally, poverty rate for citizens 65 and older is approximately 10%; however, this number is expected to gradually increase within the next few decades. The impact of food aid is most important during the last years of the seniors life. According to estimates, seniors aged 65 and older will comprise approximately 50% of total number of participants served by Our Helping Hands. An Analysis of the Marketing Strategies That Will Be Used For the Introduction of the Service Our Helping Hands will direct its activity to establish an efficient network with local retailers, farmers, wholesalers, processors, small business owners and local restaurants. As Our Helping Hands is a non-profit food bank, it will distribute its services and products free of charge to those in need. The most important marketing strategies will be, therefore, addressed to increase public awareness of its services and to raise a fundraising campaign with state, federal, local authorities, along with banks, retail markets, credit unions, individual citizens and other funding sources to raise necessary funds. The food bank will advertise its programs and services to its target populations (namely, to low income families and to seniors) through a range of social service agencies serving these target groups on a daily basis.
The primary marketing strategy will pursue objectives to increase visibility of Our Helping Hands activity in the community. The strategy will foresee and encourage participation of local food retail stores within each county to provide population necessary information concerning the food bank and its activities along with other information (e.g., how retailers help seniors and low income families in collaboration with Our Helping Hands).
* A buffet is typically a self service presentation of food. Guests are invited to help themselves. * It is a type of service where guests help themselves from the food at the buffet table. COUNTER SERVICE * Counter service is a type of hospitality strategy that is used in bars, pubs, and some restaurants. Sometimes referred to as bar service, this approach to serving customers involves providing ...
In order to encourage retail stores taking part in Our Helping Hands initiatives, the food bank will award the best performing and store with special awards on an annual basis. Our Helping Hands will also provide positive feedbacks about the best stores activity by press releases, articles in major countys newspapers and magazines, local TV news, to mention a few, thus raising the profiles of the best performing retail stores and strengthening their positive image in public eyes. Our Helping Hands will also design, publish and distribute brochures highlighting the major aspects of their programs and initiatives and distribute them by social service agencies and programs targeting low income families and seniors. As Our Helping Hands will collaborate with social service agencies, these agencies will serve as supporters of food banks programs, advocating for their efficiency and promoting their services. Our Helping Hands will plan, prepare and implement an ongoing fundraising campaign, targeting local credit unions and banks to collect donations.
The donation bins will be placed in participating local credit unions and banks with concise and brief explanation of the campaign along with printed brochures, posters and billboards. The donation bins will also be placed in local retail stores where the individual citizens will have a possibility to donate funds to Our Helping Hands helping the food bank to eliminate hunger in the United States. In addition, Our Helping Hands will implement an innovative new fund-raising scheme using direct marketing strategy. The food bank will target individual visitors of their website to donate to low-income families and seniors in their area. Under the new marketing strategy, advertisements and banners using real-life footage of a senior or a child from low-income family will be displayed on Our Helping Hands website which will direct traffic to a special website on which the visitors can donate to a specific family or senior. This marketing strategy will attract new supporters and will raise awareness of Our Helping Hands program aimed to fight hunger in specific areas and counties. References Census Bureau Presents Latest Facts about Senior Citizens for Older Americans Month.
Retrieved June 3, 2009, from http://seniorjournal.com/NEWS/SeniorStats/2009/200 90501-CensusBureauPresents.htm Poverty, US Census Bureau. (n.d.).
People?s Bank is a multi-service financial institution that has grown to have assets reach nearly $12 billion. When it started in 1842, it opened as a general savings bank aimed at the blue-collar worker who wanted to save his/her money. Now People?s offers many services such as mortgage loans, credit cards, checking accounts, and investment advisory and brokerage services. People?s also offers ...
Retrieved June 3, 2009, from http://www.census.gov/hhes/www/poverty/poverty07/p ov07hi.html.