Chapter 7 - Business Marketing

When Marketing, Don't Count Businesses Out...

    Not only does the Boys and Girls Clubs of America market to the people in their community, they must market to businesses as well. Most businesses, especially small businesses, need support from their community in order to succeed. That is why some businesses, from small businesses to large corporations, give aid to their local club. Whether it's in a form of money, goods, volunteer help, hosting workshops, or providing internships; any help is always appreciated. By doing this, businesses express their positive business ethics, practice social responsibility, and showcase good publicity in the papers. The Boys and Girls Clubs of America are aware that most businesses have that duty to fulfill - so this is when businesses-to-businesses marketing plays an important role in their marketing strategy.

Getting their foot in the door

    After The Boys and Girls Clubs of America has done their research and picked a few good prospects, they must contact the right people in that businesses and begin to market themselves through the first stages of making a sale. This usually is in a form of a phone call, e-mail, or personal visit. The Boys and Girls Club then sets up a time to have a formal meeting to present their ideas. 

Building relationships

    When the Boys and Girls Club of America, or any non-profit organization of that matter, can successfully have a relationship with a business - they must gain their trust first. Trust is a vital part to maintain a strong relationship commitment. Without trust and an effort to keep the relationship strong, that business will be opted to use their money elsewhere.

Maintaining a relationship commitment

    As expressed in my previous post Chapter 17 - Advertising and Public Relations, the business giving aid will only continue if they feel it is worth the investment. It is the Boys and Girls Club's duty to make sure their sponsors are satisfied and stay on board with their mission. From then on one hand washes the other, and both businesses work with each other to share the benefits of their strategic partnership.

Boys and Girls Clubs of America strong relationship with Taco Bell

    It is said that the best women to marry are the ones that not only love you, but have the ability to help you as well. That concept is true for business marketing too. How a business markets to another business is key for a long lasting relationship.

Chatper 8 - Additional Information

According to the BGCA website, here's a few facts and figures describing the demographics and geographics of their market share:

Source: http://www.bgca.org/whoweare/Pages/FactsFigures.aspx


Also, the Boys and Girls Clubs of America implemented a teen brand strategy campaign "THE CLUB" to target teens in communities. The new logo and name was created in efforts to give something teens can identify themselves with when entering a club.

Chapter 8 - Segmenting and Targeting Markets

Club Provides a Home Away From Home

    Some areas in the US possess that "part of town" where the environment can have a negative impact on youths growing up. These communities have distinct geodemographic characteristics that the Boys and Girls Clubs of America (BGCA) take concern in. The BGCA operates to serve everyone in those areas, both families and institutions, whom are struggling in those conditions - that is their target market. The BGCA divides, or segments, their market in a conglomerate of geographic and demographic characteristics such as: age, ethnicity, income, family life cycle, market size, and market density. Income and family life cycle being the most important - because poverty and lack of family balance can be hazardous for the well-being of children. Here are a few statistics that the BGCA aims to change while implementing their Kids in Crisis campaign:

Source: http://www.bgca.org/whywecare/Pages/KidsInCrisis.aspx

      Club fights to change those statistics by teaching youths about how to handle money, preparing them for adulthood, and keeping their club open after school through the evening. One of the main goals of the Boys and Girls Clubs of America is to provide community outreach to the youths that need them the most, and they do that by placing club facilities in the heart of where that market may be. Also, some markets that lie hidden from the public's eye, including small cities and towns, seek help from the Boys and Girls Clubs of America. Community members, business people, and even politicians contact the BGCA in plans of opening a new site in their area. In that case, the BGCA doesn't need to segment certain markets before choosing the right one; those markets segment themselves in order to seek help.

Chapter 11 - Developing and Managing Products

The Birth of a Program...

    The Boys and Girls Clubs of America (BGCA) is the mother of all companies that cherish a birth of a new product, typically those being the introduction of a new service or program. Hence, like all mothers would do, the BGCA invests a lot of effort to ensure the longevity of their product's life cycle. The longer the programs or services remains popular, the more sales and public funding the BGCA receives in order to stay in business. This explains why most of their newly introduced programs and services become annual, depending on the turnout.

Source: http://www.web-books.com/eLibrary/NC/B0/B66/076MB66.html

     In the introductory stage of any product, it is tested to see how profitable it can make your business. This test makes or breaks further development of the product in it's life cycle. When any BGCA facility introduces a new program, they invest a lot of time, effort, and finances to establish profitable turnouts. The more people that attend these programs and enjoy them, the better it looks for potential sponsors; and it creates a greater chance the program will be brought back the next year.

Here are two programs currently in the introductory stage:

• Raise the Roots - Boys and Girls Club and Family Center of Bristol, CT
• Strike for Kids - Boys and Girls Clubs of Chicago 

   
    When the program passes it's test and is deemed a success, the club promotes the program for the next year during it's growth stage. During this stage, word of mouth reaches out to new members and those who enjoyed last year's event come back again. Since programs and services are being promoted in this situation, the growth stage ends when events become sold out. The goal of any club facility in this stage is to up the ante from last year to make the event better. Clubs may do this by bringing in well-known guest speakers (sometimes celebrities or athletes), implementing more innovative activities that teach youths about the cause, or even staging the event in different parts of the country.

Here are two programs currently in the growth stage:

• Iron Skullz MC 2nd Annual Poker Run - Boys and Girls Clubs of Gloucester and Mathews, VA
• Kenny Perry 2nd Annual Charity Golf Invitational - Boys and Girls Clubs of Hartford County

     
    Now a program reaches a point where seats are filled on a "first come, first serve" basis, this is the product's maturity stage. Each facility hosting the program still tries to improve the program each year, but less effort is needed to promote the program. Usually when a program is up its 10th, 20th, or 30th annual event, the program has reached maturity and is a prominent event in the community. A matured program can be the long-term bread winner for a club facility, but it can also strike fame to a club because of something unique - a characteristic sponsors take interest to.

Here are two programs currently in the maturity stage:

• Youth of the Year (est. 1946) - Participating Clubs
• 63rd Annual Woman's Board Summer Ball - Boys and Girls Clubs of Chicago

   
    Lastly, the stage that the Boys and Girls Clubs of America fears the most is the - decline stage. Like some products on the market, the target market loses interest, or it is replaced by a better product during its growth stage. A strategy the Boys and Girls Club uses in order to maintain a good publicity is that they do not disclose programs that are on the decline or have been terminated. Publicizing a failed program would be detrimental to their reputation. Instead, most clubs remain positive about it by replacing the programs with a new and improved ones.

Chapter 16 - Integrated Marketing Communications

The Ingredients to the Promotional Pie

    It takes 4 main ingredients to bake up the perfect promotional pie: advertising, public relations, sales promotion, and personal selling. The end result (the pie) is reaching the ultimate target market, whom will most likely buy your product. Although companies add emphasis on some ingredients more than others, or add their own promotional twist, the pie will be unique for each individual. Also, these 4 ingredients involve a great amount of communication - a strength of the Boys and Girls Clubs of America.

Here is how the Boys and Girls Clubs of America prepares their promotional pie...

Ingredient #1 - Advertising

    The BGCA is a global brand, so there is less need to mass communicate like a start-up brand would need. Although the BGCA still advertises regularly, the message behind most ads are used to broadcast their events and how they will spark positive changes in the community while meeting organizational goals.

Facebook ad campaign that broadens awareness of the Boys and Girls Club's commitment to digital literacy

 

Ingredient #2 - Public Relations

    By mass communicating how their events make a difference, they are strengthening their positive public image. In an event dating back to September 15th, 2010 - national spokesperson Denzel Washington announced the BGCA's plan to battle the issue of soaring high school dropout rates nationwide.

    "We want to help every Boys & Girls Club member advance to the next grade level every year, and graduate from high school on time, prepared with the attitude, knowledge and confidence to succeed and achieve their full potential.  It’s what we mean by our new slogan: ‘Great Futures Start Here.’" - Denzel Washington during the announcement

    By tackling this issue and announcing this program nationwide, the BGCA generated a good deal of positive publicity. So far the BGCA is living up to their promise, The Boys and Girls Club of Hartford, CT implemented a "Goals for Graduation" program for youths ages 6-18 to help them stay on a successful path to graduation.

 

Ingredient #3 - Sales Promotion

    Of all the ingredients, the BGCA puts the most emphasis on sales promotion. This is the sector the BGCA invests most of their finances and materials on. Without a good sales promotion to get people involved with a club, the BGCA will not make money. Some ways the BGCA boosts sales is by holding contests, giving away prizes, offering membership discounts, hosting high-school dances, and much more! Here are some examples of some sales promotion flyers:

Benton County club hosts tournament ($5,000 in prizes)

Hawaii club offers $1.00 memberships

 

 

 

 

 

 

 

 

 

 

 

Ingredient #4 - Personal Selling

    Since the BGCA puts more effort on selling their services rather than products, some clubs put together an avid personal selling program. When any club facility needs to fill registration vacancies for an event, they may send representatives to a location to influence prospective buyers to buy a ticket or register. The club reps set up tents, booths, or other presentations to stimulate interest for the purpose of making a sale. The sales groups need to sell as much tickets as possible before the event, so they most likely choose to set up demonstrations where there is heavy foot traffic (ie. busy shopping malls, festivals, parades, etc.). 

Chapter 10 - Product Concepts

Service Non-Profit or Retail Non-Profit? Try Both...

     The Boys and Girls Clubs of America are a national label, and are known globally for their outstanding consumer products in youth development. But many people ask, I don't see any BGCA products advertised though? I am only aware of the services they offer. A product can be both tangible and intangible, meaning services can be a company product as well. The BGCA earns most of it's income off of services they provide and events they host, and they receive help from sponsorships. A few recent events and services that gained a lot of hype were: the Money Matters Music Mogul contest (teaches youths how to manage money, along with showcases music talent), The "im" program with help from Micheal Phelps (teaches youths how to swim and support a healthy, active lifestyle), and the 45th Annual Keystone Conference (leadership program). All of those events and services are products of the BGCA and it's sponsors.

    What many people do not know about each Boys and Girls Club facility is that they also sell an array of tangible specialty products. These products are very exclusive and limited, and are only found in the club store of each individual facility. Only a few club facilities sell their products online, and the products offered by those facilities derive from that individual club, not from the BGCA headquarters. Since I was a member of my local club in Bristol, Connecticut and the current Youth of the Year - I am very aware of BGCA products.

Here are a few pictures I took of some products I own:

   

     As exclusive as these products are, they don't contribute much to profit (yes, non-profit organizations need profit to stay in business). The sales revenue earned off of products like these are just a small fraction of the quarterly income a club makes, compared to income from sponsors, donations, events, and services. The main reason why is because most of these items just don't sell, and many clubs don't invest money to market these products. Some of these products are even given away as prizes during contests, or put in goodie bags and handed out after events. If any of these products are sold, the little money that is earned is usually invested in small scale items like extra activities for the kids, new game equipment, or snacks before homework time. Customers and myself appreciate how each club focuses more on their services than their specialty products, because if they didn't, they wouldn't probably be out of business.

Chapter 18 - Sales Promotion and Personal Selling

Experience is Key...

 

    Businesses across the world do all they can to hold effective promotion activities targeting the ultimate consumer. Whether its through coupons, sweepstakes, hiring effective sales persons, or offering rebates, if the customer has an incentive to buy; they will most likely buy. The Boys and Girls Clubs America doesn't use any of these techniques though - they use a technique called sampling. Many clubs across the nation allow non-members to sample what the they offer by allowing a "free day." The second main source of income for clubs, behind sponsors, are memberships and registration fees from events. The more people that are in the building, the more revenue the club is generating. That is why clubs offer free days on specific dates, and others may allow a non-member to come any one-day they please.

Source: http://www.mbgcnh.org/main_sublinks.asp?id=1&sid=45

    Not only does the free day program attract more than just kids, it boosts membership purchases depending on the turnout. The Boys and Girls Club of Manchester, New Hampshire is one of the many clubs that holds the free day program. The club calls the event "Day for Kids" presented by Panera Bread. The event offers a great all around experience for new customers by hosting live shows, music & dancing, food, arts and crafts, and much more!

(The "Day for Kids" ad above is another representation of cause-related advertising talked about in my advertising blog post for Chapter 17.)

Chapter 17 - Advertising and Public Relations

One hand washes the other when seeking sponsorships...

BGCA's BE GREAT advertising slogan

     When any non-profit organization approaches a company for a sponsorship, that company is faced with a decision to make. A sponsorship is an investment, and before the company sponsors an organization they look at how the business decision will be a benefit. Let's say an organization asks a local business for a $1000.00 sponsorship. That business needs to know if the investment will be more profitable as a result, instead of taking that money and creating an ad in the paper. In essence, the organization asking for the sponsorship needs to promote the local business so they feel it was a good investment. This is when the advertising sector for that non-profit needs to step up, and one of the best in the market right now is the Boys and Girls Clubs of America.

    When any Boys and Girls Clubs of America hosts an event, they need capital - so they look for sponsors. Through hard work and great promotion, many clubs across the nation build great relationships with their sponsors that give much needed help. A powerful advertising slogan the BGCA uses worldwide is "BE GREAT". - two powerful words that the organization teaches their youths to strive for everyday. Many companies like seeing that positive attitude when sponsoring an organization, that's why the BGCA has so many sponsors. Microsoft, Taco Bell, Tupperware Brand, H&M, The MLB, and The NBA, just to name a few, are all are long-time sponsors of the BGCA. Every time one of these companies sponsors an event, The BGCA adds the company logo to all ads pertaining to the event, gives a recognition speech for the company's contributions, and volunteers to help that company in any events they may hold. This is called cause-related marketing - here are a few companies showcased in BGCA ads...

The BGCA helps a long-time sponsor, H&M, attract more customers to their store by using their strong brand name and slogan. A percent of every H&M sale is then used to help the BGCA. 

Tupperware sponsors the BGCA's annual Youth of the Year event, and in return, The BGCA promotes Tupperware brand (flyers, program pamphlets, commercials, etc.).

     The BGCA's prestigious Youth of the Year event is like the Super Bowl of all BGCA events, and it gets a lot of media coverage. If people aren't at the event watching it, than they can read it on newspapers for weeks after the event is over. By Tupperware sponsoring an event geared towards promoting volunteer service, leadership, and character of our youths, it gives Tupperware a positive rep and a motive for customers to choose their product over competitors. In this situation it is a win / win for everyone, The BGCA, Tupperware, and the consumer. That is how powerful the Boys and Girls Clubs of America are in cause-related marketing. In this industry, one hand has to wash the other - and the BGCA's hands are quite clean.

Chapter 15 - Retailing

My Recent Retail Experience...

  

    Although every Boys and Girls Clubs of America chain is based on service rather than retail, I've noticed some aspects of retailing. When it comes to chain stores, the BGCA is more of a chain organization because although the BGCA isn't really a "store," every club facility is owned by the BGCA. In any club facility, the consumer can see memberships, specialties, and departments, all that are often seen in retail stores. The BGCA adds their own twist though. When it comes to club memberships, instead of receiving rewards and discounts, members are allowed to use the facilities in the club and have exclusive offers on field trips, programs, and even job opportunities!

    The BGCA doesn't offer everything though, because they are a specialty organization. Every BGCA specializes on human development, just like Staples specializes in office supplies.

    Like a department store, most BGCA clubs have departments. If a mother is looking for morning daycare for her 2 yr old child, she will be directed to the daycare department. Or, if a customer calls and asks about athletics, they will be directed to an athletic director. Although there is a front desk in every club facility, one of the main purposes of a front desk is to listen to the customer's needs and channel them to the right department.

Source: http://citygirlnyc.com/?tag=duane-reade

    My experiences shopping at retailing stores vary with the level of service they offer, the type of ownership, their product assortment, and of course the pricing on the shelves. Although I didn't have the chance to visit a local Boys and Girls Club, I recently visited Duane Reade - a popular drugstore chain located all around New York City. Duane Reade is very similar to CVS, Wallgreens, and Rite Aid. In the pharmaceutical industry, Duane Read and others alike hold a dominant share of the market, because not only can they fill my prescriptions, but some offer 24 hour service, convenience, membership rewards, and other non-traditional items like candy or toys. That is why I chose to shop there when I realized I needed a new deodorant. There are two Duane Read stores in the area where I go to college and take the 6 train home, so it was convenient for me. I also have what they call a Duane Reade Flex Rewards Card, for loyal customers like me who enjoy the special discounts. Instead of getting my deodorant at retail price for $3.99, I only paid $2.99 with my rewards card.

      As I end this note, the one aspect of a good shopping experience that I must sacrifice when picking Duane Reade is the level of service I will receive. Many chain stores struggle to provide decent customer service. The Duane Read I shopped at was very understaffed, and the only time I saw a staff member was the one scanning my items as I checked out. Chain stores aren't like your local mom and pop stores, because consumers nowadays value a good price and convenience rather than customer service.

Chapter 6 - Consumer Decision Making

Who Says Making Shopping Decisions Was Easy?

       
    Walking into a Boys and Girls Club facility, the average consumer doesn't stop and think about the many behaviors involved in purchasing a membership. Every consumer is unique in a way that defines how they shop in certain situations. Whether it is their first time, being accompanied by a child, or being a regular customer renewing a membership, a lot of factors influence the decision-making process before the final purchase.

    Whether the consumer knows it or not, there are 5 key decision-making steps that are implemented every time he or she has a cash in their wallet, and a product in their sights. These 5 steps are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior. Not all steps occur in order depending on the involvement or interest the consumer has into the product, that's why ever shopper is different.

    For the most interested and involved consumer, all of the steps listed above will be covered in one way or another. I will use the Boys and Girls Club of Bristol, CT and a child's parents as examples of how these steps are explored in buying a membership.

    One day, mother and a father decide it is getting too expensive to pay for a sitter and they recognize the need for the supervision of their child after school while at work. Contemplating whether or not to let the sitter go, the mother searches for information on the internet, and asks friends and family for advice on good alternatives. Now the mother feels confident in an evoked set of alternatives that she gathered from external information sources. These alternatives are: The Boys and Girls Club of Bristol CT, The YMCA of Plainville, CT, or an after school program held at their child's elementary school. After 2 days worth of evaluation and calling around, the mother decided that the best and most affordable alternative was the Boys and Girls Club of Bristol, CT with memberships of only $20 per year. The YMCA and after school program were cutoff due to prices too close to what they were paying before. The father agreed to the decision as well because he doesn't care where his wife puts their child, as long as it doesn't burn a hole in his pocket. Price often influences the decision making of consumers.

Kids having a great time at the annual Academic Decathlon hosted by the Boys and Girls Clubs of Bristol, CT

    A week later, the parents let go of their sitter and purchase the membership. As the mother walks in to pick up her child the next day, she sees her child and all of the kids laughing and smiling in game room. This experience reinforces their confidence in making a good decision, because she knows it will be a good social experience for her child. Now, the parents are satisfied with their decision and have saved money as a result.

    I am not saying every parent will have the same reaction, but her involvement in finding the right place for her child increased the positive behavior after the purchase. A less involved parent would have probably not put a lot of effort in the decision making process, possibly causing her not to purchase a membership at all. If the Boys and Girls Club's prices weren't so cheap, the decision making process would have been harder and more time consuming. That is yet again, another edge the Boys and Girls Clubs of America has on it's competitors. Who wants to make shopping hard?

* The figures and scenarios used in this blog are true to the Boys and Girls Club of Bristol, CT

Chapter 5 - Developing a Global Vision

The BGCA in a Globalized Market

    When it comes to the Boys and Girls Clubs of America on an international scale, don't let the "America" fool you. Through partnerships with other organizations, the BGCA is able to catch the eyes and change the lives of many people all across the world. A recent example of this was this past Saturday during the NBA All-Star Saturday: Taco Bell Skills Challenge.

     The NBA and Taco Bell teamed up with the Boys and Girls Clubs of America to showcase 5 teens that were chosen to receive a scholarship for their hard work and service to the community. The teen whose team's representative finishes in the top 3 would win an additional grant of five thousand (3rd), ten thousand (2nd), or twenty-five thousand dollars (1st). This prime time event was broadcasted in every country in the world, so imagine the global spotlight the BGCA received as they show their commitment to academic success. Here is a clip of the intro leading into the event:

Source: http://www.youtube.com/watch?v=qvp8cSTfBx8&feature=related  *trimmed*

     The result of this event became a big hit in the marketing department of the BGCA, seeing as the coverage of the event draws the second best ratings ever. This also impacts the company's advertising, brand, company image, and much more overseas in a positive way. Plus, this wasn't the only All-Star Saturday event the BGCA was involved in either, the company has been showcased in the event many times years prior.

    As I wrap things up, I would like to mention the strong partnership the BGCA has with our nation's military. Living on a military base in a different country can be hard on a family, that is why in almost every military base worldwide, lies a Boys and Girls Club or a club affiliated with the company. These clubs provide youth development and other support to the families of military personnel. While the mother or father is out fighting for their country, the BGCA is working beside them protecting their kids futures. That is why the BGCA is remarkable not only in America, but around the world. The company doesn't do it for the international market share, or the all the money in the world; they do it to make a difference - that's their global vision.

Chapter 4 - The Marketing Environment

Marketing in the World's Environment

    Whether you are a teen needing a place to be after school, a single parent needing babysitting while at work, or a senior wanting to work out to stay healthy - The Boys and Girls Clubs of America can serve you. The Boys and Girls Clubs of America are constantly tailoring their marketing mix to adopt to the ever changing external market environment. Some external market environment factors include: Social, Demographic, Economic, Technological, Political and Legal, and Competitive. Not all companies explore some of those factors in their marketing mix and those are the companies that find them selves in trouble. The BGCA makes sure that every external marketing environment factor is taken into account and implemented their marketing mix, here's how:

Social

     The BGCA knows the common values such as hard work, family, and success that youths should develop as they turn into adults. That is why they provide workshops and counseling in order to appeal to individuals in the market that may need that assistance. Not enough time? No problem, club facilities are open every day throughout the year to be of assistance when the customer is available.

 Demographic

     Age, race, ethnicity, or where you live doesn't matter when you enter the doors of a Boys and Girls Club. The BGCA does not discriminate, but instead offers a helping hand. The BGCA even offers help to individuals charged with a crime by allowing them to complete community service hours and getting them off the streets. People are in need everywhere you go; so you can see a club facility from the richest to the poorest parts of the nation.

Economic 

     Although prices of a membership may very upon location, the BGCA does an outstanding job at setting prices according to the community's ability to buy. For an example, there are two Boys and Girls Clubs in my hometown of Bristol, Connecticut. One is located in the downtown business district, and the other in a housing project that has been plagued with a bad reputation for years. The club downtown set memberships for $20.00 while the other club set their prices at only $2.00. As you can see, the purchasing power among those communities have a big affect on price. So, BGCA must operate under those circumstances to complete company objectives as well as help those who are really in need.

 

Technological 

    Although the BGCA is not known for their products, a lot of research and development goes into creating new and innovative services. About a year ago, the original Boys and Girls Club facility in Hartford, Connecticut teamed up with Pizza Hut to build a Pizza Hut inside their club. The cooperative effort between both companies became an innovative smash because Boys and Girls Club members were taught how to work, develop a positive work ethic, serve food to other members that may not be fed at home, and rewards them with a paycheck for their hard work. Pizza Hut benefits from this by the publicity for their great social responsibility, and possibly having future trained and ethical workers from the Boys and Girls Club. 

Link: http://www.hartfordbusiness.com/news18674.html

 

Political and Legal 

    The US government knows the BGCA very well and gives support for the outstanding job they do on developing our youth. The BGCA also maintains strong ties with their local representatives and state senators to speak to the youths in their communities and possibly build relationships.

Competitive 

    The Boys and Girls Clubs of America currently do not have any foreign competitors, but they do face competition for market share, profits, and public funding in America. As explained in my previous blog Chapter 3 - Strategic Planning for the Competitive Advantage, the BGCA is in competition with every non-profit organization that believes they deserve public funding. The biggest competition for the BGCA though, is the YMCA, because both organizations are in the same market. Both organizations must implement the best strategies in order to earn a profitable share in the market as well as withstanding the low economic growth America faces. 

     In conclusion, the BGCA knows it's environment well and any neglect of their marketing mix will lead to a downfall. So as long as their marketing mixes reflect the changing marketing environment, they will remain in business for a very long time.

Chapter 3 - Ethics and Social Responsibility

The Ringleader of Ethics and Social Responsibility

    When it comes to doing what's right and giving back to the community, The Boys and Girls Clubs of America (BGCA) is amongst the top ranks. Clearly stated on their website, the BGCA's foundation for business is to do what is morally right - help youths, enhance other organizations, and preserve our environment. Also, what is so great about the BGCA is that they spark the people around them to be positive even if they aren't members. Some of the celebrities that many of our kids look up to have great character thanks to the local Boys & Girls Clubs. According to the CBS Business Library, Denzel Washington, an alumni of the Boys and Girls Club of Mount Vernon was saluted by the BGCA for his years of support to the organization. Denzel responded by saying:

     
"The club is the reason I'm standing here,"

     It is always great to see someone like Denzel give back to the organization that taught him positive ethics and to never forget his social responsibility. The BGCA shows their social responsibility every single day they are in business, and that's how they earn their income. Communities that help build a business will keep on giving if they feel a sense of appreciation, and businesses do that by giving back.
     

Bristol Boys & Girls Club gives back to their local 99 Restaurant by greeting and seating customers

     That is a prime example of how the good ethics and social responsibility of the BGCA help develop youths into difference-making young adults in their community. Or in simpler terms - teaching youths to BE GREAT.  

Chapter 2 - Strategic Planning

Whats the Boys and Girls Club's Competitive Advantage?

     Being a non-profit organization is not easy, especially with widespread budget deficits across America today. Many questions circulate about how the Boys and Girls Clubs of America (BGCA) stays afloat when other non-profits are facing demise? That's simple, the BGCA is a veteran in the art of strategic planning in order to surpass other non-profits for public funding. The strategic edge that the BGCA holds over its competitors is the fact that the ones that benefit from their funding are the struggling children in our own communities.

     When situations like poverty, crime, lack of education, poor diets, and even death have a children involved, the human nature of people in America is to help. Our nation's government also takes the well being of children seriously by implementing strict child laws in both civil and business law. That is how the Boys and Girls Clubs receive their funding - touching the "sweet spot" of the public. Watch this video, you will see first hand how a simple inauguration speech can lead to some pretty disturbing problems that may attract potential sponsors.
 

                                                  Source: BGCA Staff Youtube Channel <www.youtube.com>
     
     With that shown, you can see why the BGCA has so many sponsors such as: Taco Bell, Pizza Hut, United Way, Staples, and Comcast just to name a few. Along with funding, those companies also offer a variety of services to prepare youths for life as an adult. What most companies who sponsor the BGCA get in return is positive publicity, possibly an employee that was raised with good ethics through the BGCA, and also the satisfaction of knowing they have changed a kid's life in some way.

      In conclusion, this is why the BGCA remains successful. When it comes to strategic planning no other organization can can do it better. It brings tears to people's eyes seeing a struggling youth grow into a responsible young man with the help from their local BGCA and community.

Chapter 1 - Overview of Marketing (Brief History and Mission Statement)

The Boys and Girls Clubs of America and It's History

 Boys Clubs of America (1906)

     Before there was ever a Boys and Girls Clubs of America, the non-profit organization first began in 1860 by three women whose main mission was to help build character, and to give boys on the streets a positive place to be a kid. These three women: Mary Goodwin, Alice Goodwin, and Elizabeth Hammersley first named the organization The Boys Club. The first establishment of a Boys Club was in Hartford, Connecticut known as The Good Will Club, since then - a cause was born. The Boys Club offered mentoring services, held youth development activities, and even provided food for members that were poorly fed at home. The Goodwins and Hammersley really gave the boys on the streets of Hartford a hope for a better future, and the public eye took notice of that. Thus, sparking the change and expansion of the Boys Club.

     In 1906, the affiliation of the second Boys Club in Boston, Massachusetts became known as the Boys Club Federation of America and became the stepping stone of a nationwide movement to have the Boys Club become a national organization. Although, The Boys Club Federation of America didn't keep their name for long, they changed the organization's name to Boys Clubs of America in 1931. Due to cultural changes, The Civil Rights Movement, and the Women's Rights Movement, It wasn't until 1990 when The Boys and Girls Clubs of America received it's name.

      As culture changes, so do the needs of youths all across the country. There are about 3,954 Boys and Girls Club facilities in America today strengthening the lives of youths no matter the class. With help from donations, sponsors, and our nation's government, The Boys and Girls Clubs of America still remain intact even during a rough recession. The Boys and Girls Club of America has made it clear to it's supporters that our future depends on the development of our youths now.  Their mission statement throughout the years may have been modified or changed as the result of cultural changes in America, but the organization still stayed true to their mission: "To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens." (bgca.org)

     That will remain and forever be... Who We Are. The Boys and Girls Clubs of America.