The purpose of this graded discussion is to develop a segmented and
targeted campaign for attracting volunteers for Citizen Schools, a
Boston nonprofit, offering young people in low-income communities
real-world, hands-on apprenticeships. Additionally, this exercise will
help you consider unique differences between generations and how to
adjust strategies based on the values and experiences that resonate with
a particular generation.
Explore and read Citizen Schools volunteer promotion page.
Read about one volunteer’s journey at Citizen Schools.
Develop a volunteer recruitment campaign that targets one of three volunteer groups:
Retirees (Baby Boomers)
Mid-Level professionals (Gen X or Y)
Young professionals (Gen Z)
Create personas for the targeted prospective volunteer. Use a
positioning strategy for the organization that will yield volunteer
commitment.
Write 2-3 sentences explaining how the proposed campaign answers the following questions:
Describe the organization and its positioning strategy (what is the mission and describe the need for volunteers).
Describe your target audience (selecting one of the generations).
Create a target audience persona for the generation.
Who is the competition for Citizen Schools? How will you differentiate yourself from them?
What is Citizen Schools’ value proposition?
What marketing assets will you need to recruit volunteers? What mediums will be used?
Provide one creative campaign idea/strategy that would cause the target audience to respond and commit to volunteer service.
How will you measure success in your marketing campaign?