ho were not athletically inclined had fewer choices. With B-Boys, Fuentes began to offer youngsters more artistic and performing arts programs, and the group began to receive invitations to perform in a variety of venues.
The 1997 calendar is an impressive schedule of more than 50 bookings at everything from elementary school assemblies to a command performance and recognition ceremony at the state capitol for the governor of Texas. Most performances are given free, allowing the group to spread visibility for the work of the organization. The group also sells related promotional items (such as t-shirts and hats) that build name recognition while providing additional revenue.
Fuentes volunteers his services as the organization's president. His vice president, Xavier Gutierrez, first met Fuentes as a student in an earlier program. His personal involvement in the youth services movement allowed him to get through school and build a successful career, and he is now adding his example to the program.
Although the organization is small and relatively new, its leaders have ambitious plans. They are seeking to start a capital campaign to raise $600,000, in order to build or buy a permanent facility within their service community. This facility will allow the organization to expand its programs to include other arts activities, as well as offering tutoring and other educational support programs. The organization will solicit donations from a range of sources, including area businesses, local government, foundations with a local giving history, and other givers, while also concentrating on building and augmenting current revenue sources. This is a substantial leap for the organization, necessitating careful planning, controlled growth, and a detailed marketing concept, of which this paper is the initial outline.
Although marketing was originally developed to apply to the packaging, pricing, placement, and promotion of goo...