This project focused on positioning and marketing for The Beverly J Martin enrichment program, an after-school elementary program located in the Ithaca area. Lead by Julia Kohn and Emily Dunn, they strategically delegated work to group members and focused their efforts on a social media presence, web presence, brand awareness and promotional materials for staff and parents. Creating fundraising ideas for the enrichment program to execute

1. Beverly J Martin
Academic Enrichment
Emily Dunn, Julia Kohn, Danielle Colella,
Molly McGill, Sabrina Knight
and Drew Owalski

2. 3
Table of Contents
Executive Summary...............................................4
Situational Analysis...............................................5
Target Audience...................................................6
Competitive Analysis.........................................7-8
Social Media.....................................................9-10
Website...........................................................11-12
Marketing Materials.......................................14-15
Brand Consistency..............................................16
Fundraising Ideas..........................................17-18

3. 4 5
Executive Summary
SWOT
Strengths:
-Variety of programs
-Discounted price for people
who need financial aid
-High attendance rate
-High involvement rate
-High success rate for graduating
high school and college
Threats:
-Other after-school programs
in Ithaca that provide more
than just homework help
-Economic environment/level
of poverty
Weaknesses:
-Parent volunteer demand may
discourage possible parents
signing up their child
-Lack of online presence
-Lack of brand awareness
-Potential lack of resources and
funding for expansion
Opportunities:
-Creating Promotional materials
internally
-Market to new and incoming
students within the elementary
school
-Fundraising within the Ithaca
community
-Increased engagement with
social media
Situational Analysis
Enclose within this document are suggestions for A+. The
following includes marketing
suggestions for:
Social media: We have given reccomendations on how to
approach A+’s different platforms. These include Facebook, Twitter
and Hootsuite.
Website: We recommend for A+ to have a website. This would
allow people, who have acess to the internet, to look up more
information on what exactly A+ is.
Marketing Material: By having marketing materials on file, it
enables A+to have brand consitency.
Brand Consistency: We suggest that A+narrow their general
design and organizational consistency. If a mission statement were
to be created this would allow A+ to begin creative and thoughtful
branding
Fundraising Ideas: By fundraising, this will help bring brand
awareness and raise money for A+.

4. 6 7
Hartley House (Hell’s Kitchen, NY)
Strengths:
Hartley House’s biggest strength in comparison to A+ is the
development of their website and Facebook pages. They continu-
ously update their Facebook page with lively photos of the
children participating in events/programs and present their artwork
often. In addition to this, their website and Facebook page
describes in-depth their mission, history, and overall offerings.
Their exhibition of the variety of their programs through profes-
sional photographs and renowned events add character and pas-
sion to their program.
Weaknesses:
In comparison to A+, Hartley House does incorporate a lateness
fee for when parent’s either pick up their child(ren) past dismissal or
whether they extend their monthly check past it’s due date.
Overall, Hartley House charges a $50.00 registration fee in addition
to the monthly fee of $160.00. While Hartley House offers scholar-
ships by application, A+ incorporates a financial system that
focuses on the need of low-income members which strengthens
the program’s awareness of realistic financial troubles.
Why The Heartly House?
We choose to highlight the Heartly House as a competitor be-
cause even though they are not located in Ithaca, their marketing
techniques have strength and are one of the few enrichment pro-
grams within the New York area.
The primary target audience for A+ are parents who have at
least one child enrolled at Beverly J. Martin Elementary School.
However, the target is also parents who may not have previously
heard of A+. They are in need of a service to keep their kids busy
and productive after school. The A+ enrichment program provides
a solution for parents who work full time. These parents desire
childcare that is more academically focused than other programs.
The secondary target audience for A+ are parents of
children enrolled at Beverly J. Martin Elementary School. These
parents work full-time or have several jobs. Most of these families
fall under the low-income economic category of Ithaca.
Statistically, children who come from low-income families have a
harder time succeeding academically. A+ is an after school
program that solves the childcare issue for these parents. Addition-
ally, they provided academic support to make sure low-income
students have the same opportunities to succeed as other
students.
Competitive AnalysisTarget Audience

5. 8 9
Northeast KIDS COUNT (Ithaca, NY)
Strengths:
Northeast KIDS COUNT’s biggest strength in comparison to A+
is their public awareness. They are able to market their program
to the public through a well laid out website. On this website they
manage to lay out their mission, provide valuable financial and so-
cial information and show off their programs through lively pictures
of student participation. Northeast also gives a variety of price
options to their families without committing them to a specific time
frame. They help make participation affordable by offering scholar-
ships to students.
Weaknesses:
In comparison to A+, Northeast KIDS COUNT is lacking in the
social media category. Specifically with Facebook, Northeast’s
page is uninformative, not up to date and under developed. It
seems as though they rely more on their website to market to the
public, which is fine, but social media is a very important factor in
our world today and must receive attention.
Why the Northeast KIDS COUNT?
We choose to highlight Northeast KIDS COUNT because they
have a strong academic enrichment program and has an informa-
tive website, which creates a stronger brand awareness.
Competitive Analysis Cont. Social Media
Benefits:
Social media is a great asset for nonprofit organizations
because there is virtually no cost associated with this type of mar-
keting and advertising. Nonprofit organizations can use social
media to easily create awareness and visibility for the organization
within the community.
Facebook:
Right now, A+ only uses Facebook and does a good job post-
ing regularly. However, many of A+’s posts contain reminders for
parents and does not invite the community to see what A+ is
accomplishing. Facebook is very interactive and users are more
receptive to sharing interesting information or reading external
articles.
Subjects to post on Facebook
-Updates on upcoming A+ news and events
-Articles related to education and connects to
A+’s mission
-Thank you posts for donors/volunteers
-Pictures from A+ events
-Interactive posts; ex: questions, polls, etc.

6. 10 11
Social Media Cont.
Twitter
Twitter is also a great way to increase awareness and visibility, but
requires more frequent posts than Facebook because the platform
itself is more fast-paced and on the go. A+ does not have a signifi-
cant amount of followers on Facebook and is not active on Twitter yet,
which is why it would be more beneficial to focus on Facebook before
expanding to another social media platform.
Website Suggestions
Importance of having a good online presence:
-A great way to differentiate yourself is to find ways to
continue great relationships and support with online
customers. Let them know you care and that they are
appreciated.
-You are the expert of your product. And even online, special
preference will be give to local business. Don’t miss the
opportunity to remind people how available you really are.
-Make sure your online presence is all that it can be. Again,
there are cost-effective ways to look like you really know what
you are doing. Looking established will set you apart right
from the start.
-If you take your online presence seriously, there is no better
way to compete with “the bigs.” In fact, it is entirely possible
to take a bite out of larger competitors’ volumes
Website Content Recommendations:
-Description of Achievement Plus
-Contact information for the director of the program
Email
Phone number
Office location
-Activities and programs
-Include visuals such as photos on every page
Subjects to post on twitter:
-Updates and reminders for A+’s upcoming
events/programs
-Links to external articles relating to education and A+
-Pictures to create a personal connection with A+
-Retweets of relevant Tweets from news outlets
or other nonprofit organizations
Hootsuite
Hootsuite is a great way to make sure A+ is constantly posting
interesting and varied content to its social media pages. Hootsuite, a site
that brings together a user’s social media platforms in order to better
manage online presence. A+ would benefit from Hootsuite because the
organization can schedule posts ahead of time. By scheduling posts and
tweets, A+ can create a cache of posts that are sent out automatically.

7. 12 13
Website Cont.
Search Engine Optimization:
Search Engine Optimization is a way to make your website
more prominent in searches on popular search engines such as
Google and Bing. Creating an optimization system that can be
implemented consistently throughout the website, such as
keywords and good page titles, will help the search engine’s
algorithm find the website and promote it to audiences who would
be interested.
Recommendations:
Use keywords that potential searchers would use to search
for A+ and incorporate these keywords into many elements of the
website, without overdoing it. These elements include the each
page’s title, description, search description, and other content.
Include links on the website that are relevant to the program.
Visitors will be able to go to these links and search engines will
recognize the site more in their algorithms.
Website Cont.
Online resources for creating free websites:
Keyword Examples: enrichment program, Ithaca, achievement
Wix: Based on editing pre-made themes, the user
can add elements that they think are necessary for
them. It includes several different elements for the
back-end of a website such as SEO.
Pro: Easy to use if you’ve never created a web-
site before
Con: Limited to only designs in the themes
Weebly: This is an easy to use website that has all the
basic features you would need on a basic website. It
uses blocks of different elements that you can move
around to design a website and style preferences can be
changed within each element.
Pro: Good for people who don’t know how to design websites
Con: Limited features
WordPress: Create a comprehensive free website design
based on themes with pages and posts. There are a lot
of different options to help the user do exactly what they
want with a website.
Pro: Many different themes and elements to personalize
Con: Not easy to understand for a first website

8. 14 15
Marketing Materials
Brochure: (example provided in the appendix)
A+ should have a brochure that is easy to read or skim with
up-to-date information and pictures of the various activities that
happen in the program throughout the year. This brochure should
be available at various locations around Beverly J. Martin
Elementary School for interested parents who are looking for
more information.
Flyer: (example provided in the appendix)
The flyer, like the brochure, should include up-to-date informa-
tion and pictures of A+, but in a more concise and well-designed
form. This flyer could be distributed at the beginning of the school
year with any take-home packets, or in parent-teacher conferences.
By distributing them in these different ways, parents can interact
with parents on a more personal level and create a relationship
before the parents decide to enroll in A+. Also if the parents had
any
immediate questions, they could ask the teacher during
parent-teacher conferences.
Photo Archive:
A photo archive is a centralized location where A+ keeps all of its
photos of A+’s students, parents, staff, and events. The archive can be used
as a resource for pictures that can be used for future marketing materials
or as a way to document the A+ enrichment program over time. When its
possible, photos of A+ should be focused and large enough to be used for
promotional material without becoming distorted.
Business Cards:
Business cards are another way A+ can market their after school
enrichment program. Teachers at Beverly J. Martin Elementary School
could provide parents with the business card of a staff member at A+ if the
parents were interested in the program. A+ staff and volunteers would also
be able to hand out their cards school functions and events to create inter-
est in the enrichment program.
Email Campaign:
In addition to the flyers and the business cards, A+ could send out
an email outlining the information provided in the print materials. This
would be a great way to use any email listserv that Beverly J. Martin or PTA
groups use. A+ could design the email through an online newsletter ser-
vice, such as MailChimp. This service would allow A+ to design a nice look-
ing email, test the email, and then send to a large list of emails.
Marketing Materials

9. 16 17
Brand Consistency
A+ should implement strategies for brand consistency as a
way to alleviate any confusion that parents may have about the
organization. Brand consistency means using a specfic logo, colors,
and wording over all their marketing platforms (website, social
media, print promotional materials, emails).
The organization already has a logo and certain identifiable
colors. However, we recommend updating the logo to a image that
speaks more towards the education factor of A+. Once decided on
a new logo and colors, we suggest that A+ continue to use these
elements consistently wherever they can. Print materials should
always have the name, logo, and some connection to the colors
associated with the organization.
However, as to the wording of A+’s name, we suggest that the
A+ staff should use the full name of the organization when its ap-
propriate, such as when the program is first being introduced in a
document, the name of a social media page, or at the beginning of
print promotional materials. However, once the full name has been
introduced, the organization should refer to itself by its shortened
name, A+. The full name is more official, which is why it should not
be used all the time and A+ is an easier way for parents and the
community to relate to the organization.
Fundraising Ideas
Student Cookbook
For this fundraiser A+ will gather recipes from both the student body
at BJM and from within the enrichment program. The book can feature cer-
tain student’s recipes or recipes that students made while at A+. Then A+
can sell the cookbook to parents and the Ithaca community for a small prof-
it in order to raise money for A+’s programs and materials.
Gingerbread Decorating Competition
Families will come and give a suggested donation to A+ and receive
a “gingerbread house-making essentials” kit. Within this kit, families will
be able to build a basic gingerbread house. However, it will be suggested
that the families bring extra supplies (twizzlers, gumdrops, tiny candy canes
etc.) to add to their gingerbread house in order to create more elaborate
designs. The program can conclude with a voting on the best gingerbread
house. All money donated will be given back to A+ for future events. There
is a possibility that A+ can reach out to a local bakery or store to donate
the supplies, making the cost of materials low for A+.

10. 18 19
Partnerships with Local Businesses
There are many different local restaurants that enjoy teaming up with
organizations to share part of their nightly profits in order to support a
cause. For example, Yogurtland may be willing to team up with A+, so that
30% of its nightly profits will go to A+, when patrons purchase yogurt with
an A+ fundraising coupon. This event will be marketed towards parents and
locals who wish to support A+ and will be a great way for the community to
learn more about the enrichment program.
Fundraising Ideas Cont. Appendix
What is
Academic Plus?
Academic Plus is a non-profit,
extended day program at Beverly J.
Martin Elementary School and is run
by Academic Plus staff and
college-student volunteers.
The program runs:
Mon. – Thurs. • 2:00-5:30 PM
Fridays end at 4:30 PM
Academic Plus provides:
! Homework and
academic/literacy support
! Unique enrichment
opportunities not included in
a typical school day
! A place for children to
continue developing
important life skills to excel
in and outside the classroom
Why Does Afterschool
Learning Matter?
The benefits that extended day
programs, like Academic Plus, offer to
children are invaluable to their growth.
We encourage academic development
outside of the classroom by:
" Connecting school-day curriculum
to extended day programming
" Challenging students to learn and
apply new skills
" Providing opportunities for
students to collaborate in groups
and share ideas
" Incorporating multiple learning
styles
302 West Buffalo Street
Ithaca, NY 14850
(607) 274 – 2304
www.ithacacityschools.org
BJM
Academic
Enrichment Plus
The Goals of
Academic Plus
Our Enrichment Programs:
• Garden Club
• Lego® Robotics
• Yoga
• Nutritious Cooking
• Exciting Science Experiments
• Sewing Lessons
• Music and the Arts
• Garbage-to-Gadgets
• Computer & Keyboard Skills
“It seems like all my child talks about is what
he learned at Academic Plus today!”
– Academic Plus Parent
# Offer opportunities for hands-on
learning
# Provide a structured, supervised
setting where our students engage
in practice of learned skills
# Encourage healthy interests and
positive decision-making tactics
# Teach our students new ways to
apply their skills to everyday
situations
# Create a stronger bond within our
community by collaborating with
families, teachers and collegiate
volunteers
According to ISCD Insider, an award-
winning digital magazine, “numerous
research studies reveal many positive
outcomes associated with student
involvement in co-curricular
programs.”
Such benefits include development of
independence and decision-making
skills. Also, increased self-esteem
and leadership abilities, parental
involvement, educational
aspirations, and school attendance.
Outer Flap
Inner Flap
Brochure

11. 20 21
Beverly J. Martin Elementary School
Academic Enrichment Plus
“It seems like all my child talks about is what
he learned at Academic Plus today!”
– Academic Plus Parent
The program runs:
Monday-Thursday • 2:00-5:30PM
Fridays end at 4:30 PM
Academic Plus provides:
• Homework help
• Academic and literacy support
• Unique enrichment opportunities
• An ideal environment for continuing
the development of important life
and academic skills
Academic Plus is a nonprofit, extended day program at Beverly J. Martin Elementary School
run by Academic Plus staff and student volunteers.
The benefits that extended day programs, like Academic Plus, offer
to children are invaluable to their growth. We encourage academic
development outside of the classroom by:
• Connecting school-day curriculum to extended day programming
• Challenging students to learn and apply new skills
• Providing opportunities for students to collaborate in groups and
share ideas
• Incorporating multiple learning styles
Why Does Afterschool
Learning Matter?
{ }
Contact Us Today!
Beverly J. Martin
302 West Buffalo Street
Ithaca, NY 14850
(607) 274 - 2304
www.ithacacityschools.org
Beverly J. Martin Elementary School
Academic Enrichment Plus
“It seems like all my child talks about is what
he learned at Academic Plus today!”
– Academic Plus Parent
The program runs:
Monday-Thursday • 2:00-5:30PM
Fridays end at 4:30 PM
Academic Plus provides:
• Homework help
• Academic and literacy support
• Unique enrichment opportunities
• An ideal environment for continuing
the development of important life
and academic skills
Academic Plus is a nonprofit, extended day program at Beverly J. Martin Elementary School
run by Academic Plus staff and student volunteers.
The benefits that extended day programs, like Academic Plus, offer
to children are invaluable to their growth. We encourage academic
development outside of the classroom by:
• Connecting school-day curriculum to extended day programming
• Challenging students to learn and apply new skills
• Providing opportunities for students to collaborate in groups and
share ideas
• Incorporating multiple learning styles
Why Does Afterschool
Learning Matter?
{ }
Contact Us Today!
Beverly J. Martin
302 West Buffalo Street
Ithaca, NY 14850
(607) 274 - 2304
www.ithacacityschools.org
Flyer

12. 22 23
Bio
Danielle is a freshman Communications Management
and Design major at Ithaca College. She is original-
ly from Endicott, New York, a short 45 minutes away.
This is Danielle’s first semester with SCNO. Along with
SCNO, Danielle is a Communications Management
and Design Student Ambassador, involved in the or-
ganization, Students Today, Alumni Tomorrow and on
intramural volleyball and dodge ball teams. Her favor-
ite subject in elementary school was always art.
Emily Dunn is a senior Integrated Marketing Commu-
nications major and French minor at Ithaca College.
Emily has had several internships with the local
nonprofits in Ithaca and back home in California, but
this is her first time working with SCNO. In elementary
school, Emily’s favorite subject was art because it
allowed her to express her creativity.
Julia Kohn is a junior Integrated Marketing Communi-
cations major and Communications Management and
Design minor. She is from Boston, MA and is excited
to have been in SCNO for 2 semesters now. On her
spare time she works for Campus center and Event
Services as an Events planner. Her favorite subject in
elementary school was art.
Sabrina Knight is a junior Integrated Marketing
Communications major at the Roy H. Park School of
Communications at Ithaca College with a minor in
Web Programming. Her interests include photogra-
phy, journalism and graphic design. On campus, she
is founder and president of IC More Love Letters and
the director of advertising and public relations for
the National Residence Hall Honorary. She is from
Shrewsbury, Massachusetts. In elementary school,
her favorite class was gym.
Molly McGill is a freshman at Ithaca College with an
Exploratory major. This is her first experience with
SCNO. She is also involved with Ithaca College’s
branch of the More Than Me foundation and helps
spread awareness about the organization’s mission.
She haa a passion for elementary education, which
undoubtedly led her to working with this non-profit
organization. When Molly was in elementary school,
her favorite subjects was writing and art class (and
they continue to intrigue her to this day!)
Drew Olkowski is a sophomore, Integrated Marketing
Communications major at Ithaca College. During his
second year at Ithaca, he is currently the president of
the Residents Hall Association, as well as IC Spirit, and
a consultant for Students Consulting for Non-Profit
Organizations. Outside of student organizations, Drew
is an avid bow tie collector, and continues to grow
his collection each day. When he was in elementary
school, Math was his favorite subject.

13. 24
Who is SCNO?
Our Mission statement:
“SCNO seeks to accelerate nonprofit success by empowering talent-
ed students with knowledge, training, and hands-on consulting experience.
Our two-pronged mission, focused on community development through
student growth and interaction, positions us to become a preeminent social
sector resource by fostering mutual learning across intertwined nonprofit
and campus communities.”
Essentially, we are here to help Nonprofits get the marketing jumpstart they
rightly deserve.
Questions? Comments? Concerns?
Please email us at icscno@gmail.com