Sample Marketing Essay (any type) Assignment on Nonprofit Marketing

After reading this week’s materials and the Belle Meade case study, prepare a 3-page paper presenting a targeting workbook for Belle Meade. You may title the paper “Belle Meade Targeting Workbook”.

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Your paper should include the following parts:
1. Organizational Overview.
Summarizing the business model and current marketing activities of a non-profit (social entrepreneurship) organization – This will be Belle Meade. ONE PARAGRAPH

2. Targeting Workbook
Following the Targeting Workbook example (attached) in the document associated with this assignment [Targeting Workbook], visually build a Targeting Workbook for the organization you are using for this assignment. You will have to create a complex table with Excel or another program to do this. I suggest that you identify 3 or 4 potential target segments in your table (2 is too few, 5 is too many).

UNDER your visual Targeting Workbook, explain the basis for your Targeting Workbook, including reasons for selecting the value drivers, definitions of the segments, justification for your customer value analysis, and compatibility analysis.

** hints
– choose 5-6 value drivers (your strategic analysis part will likely be different from the Black & Decker example)
– leave your tactical analysis with the two criteria of segment profile and tactical viability
– only include the segment profile and tactical viability assessments for the one or two targets that you believe will receive the most value from your organization’s offering(s).
– Use Ch 7 (Attached) in our course textbook to decide what kind of segmenting profile is applied to identify the target segment(s).

3. Marketing Program Improvements
In one or two paragraphs, present your assessment of potential marketing program improvements that could be made based on the identified target customer/donor/member segment.
** note, because it is a non-profit organization, the target(s) may not be traditional customers but, rather, donors or members or participants or volunteers – use the appropriate language in your paper.

ADDITIONAL INFORMATION
– Cite your sources as you would any other paper, or you may use footnotes instead; for the Targeting Workbook, you can include all of your citations below the figure or in a single footnote.

– You do not need a traditional “Introduction” or “Conclusion” for this paper… think of it as a business document in which you are concisely presenting the Targeting Workbook for the organization in a way that allows for an executive to quickly read through it (not as an academic paper).
You will need to supplement what is given in the case study with more recent information – there is good information on this organization available online.

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