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As part of a semester-long project, a classmate and myself researched and developed a full scale strategic business and marketing plan for the Friends of Black Rock High Rock non-governmental organization located in Reno, Nevada. We followed the Triple Bottom Line model and this model fit the organization very well. We presented our plan to the entire Board of Directors and to our class in December 2011. The response was overwhelmingly positive and excited. The president of the board remarked, "We got more value out of your presentation than we did on an expensive weekend retreat with paid professionals. Thank you." I am quite proud of this work. I would love to do this for your company as well.
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Friends of Black Rock/High Rock
An Opportunity as Big as the PlayaSaturday, December 10, 2011
Who We Are
Elaine Hirt• 10 Years Burner• 18 Years Reno
Resident• 15 Years
Marketing Professional
• B.A. Journalism / PR University of Nevada
Samantha Conway• Recent Transplant
to Fernley• Outdoor Family• 3 Years Non-Profit
Management• B.S. Engineering
Cornell University
MBA STUDENTS
Project Scope
• Consultant Point of View• Analyze Non-Profit Organization– SWOT Analysis– Triple Bottom Line–Marketing & Execution
• Action Plans
Proposed Vision Statement
To inspire visitors and residents to assume personal responsibility for
the preservation of the region’s natural and historical environment
while enjoying the Black Rock Desert and High Rock Canyon National Conservation Area.
Organization Goals
Current Status• Budget—$220,000
• Membership—255
Measureable Outcomes• Double Budget—
$500,000• Double Membership—
500
3,400 MEMBERS
SWOT ANALYSISAn Opportunity as Big as the Playa
Strengths
• Radio Station—Asset• Jalisco Club Grand Opening• Effective Ecosystem Protection• Intimate Knowledge of the Region
Weaknesses
• Majority of Funding is from One Source
• Serious Lack of Marketing Skills, Effectiveness, Plan & Execution
• Very Remote Area, Sparse Population & Services
Opportunities
• Radio Station—Marketing Tool• Expand Visitor Resources• Leadership Position in Region• Take Advantage of University
Resources
Threats
• Lose Board/Staff Members with Valuable Tribal Knowledge
• Lose BLM & Private Funding• Lack of Direction & Leadership• Hoarding of Knowledge
ECONOMIC
ENVIRONMENT
SOCIAL
Triple Bottom Line
TRIPLE BOTTOM LINE— ECONOMIC
An Opportunity as Big as the Playa
Current Funding Sources
Current Funding Sources
74% of funding from one source
Recommended Funding Mix
Grants35%
Members35%
Fundraisers10%
Donations10%
Sales & Rentals
10%
Additional Sources
1)Memberships2)Corporate
Partnerships3)Sales & Rentals
Membership
• Finding Members• Estimated 170,000 Annual Visitors• Only 255 members in 2010
Goal: 2% of Visitors Join3,400 new members x $50.00
$170 THOUSAND
Member Benefits
• Jalisco Club (Showers, Laundry, Internet)• Free Podcasts• Free GPS Maps• Rental Discounts• Event Discounts• Members Only Events• Local Business Discounts• Retail Store Discounts w/ Membership
Card
Potential Corporate Partners
Sales and Rentals
Sales• Portable Toilets• Local Photography/Art• Gift Shop Items• Detailed GPS Maps
Rentals• GPS Unit w/
Preprogrammed Maps• Satellite Tracking
Unit/Phone• HAM Radio• MP3 Player w/
Podcasts• Emergency Survival
Kit
Friends of Banff National
Park
TRIPLE BOTTOM LINE— ENVIRONMENTAL
An Opportunity as Big as the Playa
Leave No Trace
• Portable Toilet Sales• Trash Bags to Visitors–MOOP Everything
• Follow-up Reports– Did They Leave a
Trace?– Improvement Ideas– Visitor Feedback
Eco-System Restoration• Educate Users on
Active Restoration & Research Projects– Display Results
• Utilize UNR Students to Help w/ Various Research Projects
Credit = Money & Experience to Students
Credit = Economical Labor to FBRHR
TRIPLE BOTTOM LINE— SOCIAL
An Opportunity as Big as the Playa
User Safety
1) Satellite Location Device
2) GPS Navigation3) Emergency Survival Kit
Spot FastFind ACR
Price $150 $250 $400
Subscription Fee
$99/yr No No
“Check-In”/Tracking
Yes No No
“Help” Yes No No
“SOS” Transmit Time
6 days 24 hours 35 hours
Location Accuracy
6.4m 100m 100m
REI Rating 2 ½ - Star 4 ½ - Star 5-Star
Tracking/PLB Devices
GPS NavigationGarmin Smart Phone
Cost $185 N/A
Location Accuracy 3 m Varies
Battery Life 25 hrs (AA Batteries) 4-8 hrs
User Charges Rental Fee Possible Map Fee
Process for Use Rent unit preprogrammed with routes to locations of interest
Download Application, load area maps
Google map created using GPS coordinates to find camps.
Emergency Survival Kit
• Kit Contains Items Appropriate For Survival In The Area (Including But Not Limited To):– Basic First Aid Kit– Emergency Blankets–Hand Held Flares– Beef Jerky, Granola Bars, Water– Flashlights, Folding Shovel
• “Hotel Mini-Bar”
Inspire Members
• Create Meaningful Experiences– Guided Tours• Some Members Only Events• Member Led Tours
– Research/Preservation Projects• Ownership• Visible Results• Group Activities• Clear Outcomes
– Jalisco Club
MARKETINGAn Opportunity as Big as the Playa
Target Audience
• 170,000 Travelers Through Gerlach
• Burning Man Attendees
• On-Playa Special Event Attendees
• Off-Highway, ATV, 4-Wheelers
• Hunters, Hikers• Veterans Groups
• Rock Hounders, Geocachers
• Hot Springs Visitors• Geologists• Desert Rats• Photographers• Birders• Youth Groups• Current & Former
Members
Burner Perspective
Confusing NavigationToo Many ChoicesWhere Do I Go?
Membership Page
How Much Is It Really?
Automatic Renewal
Tax Deduction Above Basic Cost
Membership Benefits
Scolari’s Fund—Discontinued
Website• Recreation• Calendar of Events• Maps, Weather & Playa Conditions• History• Volunteer
BECOME A
MEMBER
Facebook Conversations
•Provide Accurate Information•Engage and Converse•Answer Questions
Audio Broadcasts
Radio—KFBR-FM 91.5 • Great Asset• Drive Traffic to Jalisco
Club or Office• Become a Member• Area Resources
Available• Corporate Underwriting• Current Weather &
Playa Conditions• Podcast of the Month
Podcasts• Historical Stories• Hot Springs Tours• History of Various
Events• Navigation by
Mountain Range• Education• Exclusive Content for
Members Only
Traditional Marketing
• Events & Fundraisers
• Trade Shows• User Newsletters
& Websites• BLM Trailer• Public Relations– Radio– TV– Print
• Email Lists– Jack Rabbit Speaks– Burner Email Lists
• Sacramento• Reno• SF Area• Lake Tahoe• Other West Coast
– OHV, ATV Groups
ACTION PLANAn Opportunity as Big as the Playa
Who Executes?
• Board Members• University Students– Interns– Student Clubs
• Retirees• Member Volunteers• Specific Duties & Outcomes Are
Essential
Execution PhasesPhase 1—Preliminary
• Create Value for Members
• Utilize Radio to Drive Traffic to Jalisco Club
• Recruit Travelers as Members
Phase 2—Outreach
• Website• Facebook• User
Websites• Trade Shows• Email Lists• Public
Relations
Phase 3—Retention
• Create Meaningful Experiences
• Hands On with Land & Community
• Additional Value to Membership
SUMMARYAn Opportunity as Big as the Playa
Vision For the Future
• Be as BIG as the Playa• Be the LEADER in Region• Be the Black Rock Desert
RESOURCETo inspire visitors and residents to
assume personal responsibility for the preservation of the region’s natural and historical environment while enjoying the Black Rock Desert and High Rock Canyon National Conservation Area.
THANK YOU!An Opportunity as Big as the Playa
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