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Athens Limestone

Community Association: Positioning for the Future

Presented by Kristina Hendrix, APR

Overview

S Where are we now?

S Where do we want to go?

S Who do we want to get involved?

S How can we start?

S Trinity Project

SWOT Analysis

Strengths Weaknesses Opportunities Threats

Let’s look at where we are today!

ALCA Strengths

S 501 C 3 Status

S Strong Mission, Vision, and Goals

S Solid Board of Directors

S Built-in Audience

S Available Financial Resources

ALCA Weaknesses

S Name that doesn’t resonates with the mission

S Similar Age Demographic

S Small number of revenue- generating projects

S Name Recognition Year Round

S Small Team

ALCA Opportunities

S  Unique mission from other non-profits

S  Interesting story to share

S  Reach a younger demographic

S  Unite the community

ALCA Threats

S  Other non-profits (Existing and Emerging)

S  Lack of interest by community members

S  Loss of financial resources

Fiscal Position

Positioning

S Keep the ALCA brand visible

S Expand the reach of ALCA efforts

S Become the premier non-profit for the community

S Be an influencer in the community

Current vs. Future Target Audiences

Current Audiences Future Audiences

Trinity HS Alumni Athens/Limestone Community Members

Trinity HS Descendants Historical Groups

Friends of Trinity Art Groups

Black Churches Agricultural Groups

Children’s Groups

Women’s Groups

All Churches

Educational Groups (Formal and Informal)

Young Adults

We have to expand our target audiences to be more inclusive!

Getting Started

S  Build a diverse coalition

S  Start a social media presence

S  Write opinion editorials/articles for the newspaper

S  Start a signature annual fundraising event

S  Have a monthly event that keeps the brand in front of people

S  Start an online newsletter/publication

S  Partner with other non-profits on special events and programs

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Athens Limestone

Community Association: Positioning for the Future

Trinity HS Project Initial Start

S Perform informal and formal research about the current state of the project

S Educate people as to why it is important

S Locate other cultural arts/community centers that we could emulate

S Leverage existing relationships

Imperial Centre for the Arts and Sciences Rocky Mount, NC

Arts, Science, Theater, Facility Rental, and Children’s Museum

Real Life Example: Imperial Centre

S City-owned/operated museum and cultural arts center; Managed by the Parks and Recreation Group

S  Job Creator

S  Shares the story of Rocky Mount and other cultures that interests the community

S  Fiscally Strong because of ticket sales and other revenue-generating ways

Benefits of the Trinity HS Project

S Make this an attraction for Athens

S Tells the ENTIRE Athens and Limestone County Story

S Keeps the Trinity story alive

S Ability to tell more stories about Athens and Limestone County

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Athens Limestone

Community Association: Positioning for the Future