Hope Partnership for Education - Marketing Plan
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The Hope Partnership for Education (HPE) is a Philadelphia-based "independent organization designed to offer an alternative model of middle school education, an after school program, and adult education to parents and neighborhood residents" ("Strategic Business Plan," 2004, p. 3). Located in an area of town where median family incomes are below the poverty level and crime is rampant, HPE serves a student population of which 80% scores below standardized testing's basic level ("Strategic Business Plan," 2004, p. 3). The middle school's charter states that it will "serve students of low-income urban families, who would not otherwise have access to such an education," highlighting the fact that HPE-as its name suggests-provides hope where hope may already have been lost ("Strategic Business Plan," 2004, p. 3). The school will be faith-based, will have classes limited to 15 students, and will feature a longer school day lasting from 7:30 a.m. to 6:00 p.m. ("Strategic Business Plan," 2004, p. 3). Rather than being funded through tuition, the school will require parents to submit a 1040 form and will then negotiate each case individually to determine what the family can afford to pay ("Strategic Business Plan," 2004, p. 3). HPE is building a new school facility in North Philadelphia and needs to raise $4,000,000 for it, not including the land, which has been donated by the city of Philadelphia. This marketing plan will provide a situation analysis, marketing s
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ch tactic would be staging entertainment for neighborhoods in the form of musicals, plays, and athletic events at which HPE students from each neighborhood will be highlighted. Other neighborhood-wide events in which HPE competes with students of other schools in spelling bees and sporting events could also be planned where feasible. The purpose of such events is threefold-to spotlight HPE, to demonstrate that its students are happy at the school and accomplished as a result of the curriculum and open academic atmosphere, and to engage students of other schools that might be interested in persuading their parents to let them attend HPE.
Two additional tactics would emphasize HPE's religious affiliations. First, events suggesting HPE's Christian associations will be conducted. Christmas events involving the students will be planned, such as live nativity scenes, neighborhood Christmas caroling, and neighborhood tree-trimming parties. In the summer, gospel bonfire sings will be conducted, where religious and other songs are sung and students roast marshmallows and have s'mores and hot chocolate with their parents and friends.
Another marketing tactic is to enlist the support of a prominent business through a p
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Approximate Word count = 4868
Approximate Pages = 19 (250 words per page)
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