- Marketing - Print Ads - Give a donation - We can help you - Website - pics/images > information - Need information - key

words to get picked up in search engines - Wordpress - Google can pick up the key words - Format? - Set Google ad words to pay per click = daily budget = regulates spending) or average amount) - $2,000/month - busy season - Largest traffic source - Google Analytics - Creative Programming - Field trips - Standard/go-to activities - End of summer survey = focus groups with (5) parents, ask what you want to do? what is in now? what should we incorporate? - SAS - Diverse group --> better info than 200 surveys - 3-5 year olds: free-play in structured environments = indoor dramatic playroom - Lego classes = Bricks for Kids = robotics = Lego land, block island, free play - Online research for trends, kids activities - Test out special events.... - Yoga - Nintendo Wii room = activity-based = space --> TV's --> Wii night --> Competitions, music - Send kids to go do tennis - Competitors - Constantly looking at competitors - Branding vs. functions - Intimate - Priorities - Question: why would someone choose the HCA? - Family Loyalty Card - Partner with local businesses to offer special deals to HCA families = publicity for business and win-win for HCA families - Put sticker in window of businesses --> Social Media - Instead of getting offers --> Facebook contest - Ask a question - To enter, post the comment - Every week got a business sponsor to give away an offer --> Connected with business and clients - Post pictures-Facebook-instagram to post it to show updates

- Renting space / YEARLY events - 2 huge festivals: Fall, Spring - Open to Public - Targeted at kids: games, rides, food, entertainment - Selling vendor booths: 10x10 local businesses = charge vendor fee = goes to scholarship program ($50/60), bring an activity = RIDES ARE FREE - Raises money and awareness - Gym/auditorium - Birthday/Private Parties - HUGE Revenue stream/Marketing tactic - Basic package - $475, 2/15 activity options, pizza/drinks/party favors included = BASE - Oriental Trading - Arts & Crafts activities - 30 minutes arts and crafts, 30 minutes playground, 30 minutes pizza - Can build - DJ, pony rides - Ability to CUSTOMIZE - many different activities - 1-2 Managers, staff on call that can attend - Material/space - Playground - Invest in pool?? - School - Donors - DONATION AMOUNTS/PACKAGES - 1. Sponsorship packages - A ($850 = got marketing = ads on website, email blasts, free admission to our events) - 2. A la carte - Paypal, pick what they want - Fundraiser/kickstarter - collect - Go to connected places - 1. Where kids go (same target) 2. Local places (same values) - Volunteers - Members/Awareness - Relationship-building - community and online - Friends with influential press = media/papers/online news (keep them informed)/friends with bloggers - Publicize via articles through related websites/ Press Releases - Yelp listing - get your name up anywhere - That's how we found you... - Search engine marketing = COST EFFECTIVE

- Constant Contact - email blast / database - People who call to ask for information - Zoom in on one particular of one goal - message - Email list serv - Connect with B-Mets/Senators? NAME CHANGE:
The process for the name change for ACHIEVE began when a group of individuals who work at Country Valley Industries, our employment center and subsidiary of ACHIEVE, presented me with a petition and a request for a meeting to discuss the current name of the agency Broome Tioga Association for Retarded Citizens. I met with their group of representatives, and one by one they told me of a personal story of growing up, and how the term retarded was directed at them in a derogatory manner. Their stories actually made me cry. After a lengthy discussion, we decided to move forward in the process of changing our name, and selecting one that better focused on the strengths of those we served and therefore our mission statement as opposed to the challenges. A smaller focus group was developed from this contingency, and we expanded it to include parents, board members, and interested staff. We solicited input from our stakeholders at large, as well as other individuals we served, our entire board, and staff at the agency. At one point, we brought in a focus group of business partners from the community who had experience with changing their business names for further guidance and support what to look for, what not to look for, etc. We also sought legal opinion from a patent attorney, as we did not want to infringe on another agencys name. Over the timeline of about a year and a half, we finally chose the name of ACHIEVE. We felt that this name focused on what each persons aspirations were that entered our program the achievement of something personal to them. As well, it reflected our mission and vision of who we were as an agency, and where we wanted to be as our vision. After we chose the name, we worked with a marketing firm to help us develop our tag line and new logo. They also helped us develop a new vide of individuals who participated on our focus committee to change our name. We unveiled the new name at our Annual Dinner Dance and Awards Dinner in September 2007, and have had only positive comments about it since.

Opposition of board member and other leadership (ex. "We have always been known as XX, so why change?") You have to provide them education as to why the need for a name change, and then get them involved with the process so that they have ownership and a stake in the outcome. In my situation, this was easy as the

individuals we served wanted it changed to reflect a more positive name this coupled with the field of disabilities was moving in the same direction eliminating language that used the term retarded. Requirements for the legal process We sought expertise from a patent attorney. We kept our legal name which is NYSARC, Inc., Broome-Tioga County Chapter (as we are not incorporate as an individual entity, but rather come under the auspices of NYSARC, Inc., which is our state parent agency. So we use ACHIEVE as a dba doing business as, along with our legal name. You do have to file with the state, however, to be able to use even a dba How to notify the public and replace the old name in the mind of the community You will want to remain connected with your old name for awhile we marked ourselves as ACHIEVE, formerly Broome Tioga ARC. There remains some confusion from the community on the new name so part of your marketing strategy will be to educate the community as much as possible about the change in name through media radio, television, newspaper, websites, etc.