{"id":7335,"date":"2018-05-06T08:00:12","date_gmt":"2018-05-06T08:00:12","guid":{"rendered":"https:\/\/laverne.edu\/news\/?p=7335"},"modified":"2022-01-12T12:32:41","modified_gmt":"2022-01-12T20:32:41","slug":"university-la-verne-capa-students-develop-marketing-plans-nonprofits","status":"publish","type":"post","link":"https:\/\/laverne.edu\/news\/2018\/05\/06\/university-la-verne-capa-students-develop-marketing-plans-nonprofits\/","title":{"rendered":"每日大赛 CAPA Students Develop Marketing Plans for Nonprofits"},"content":{"rendered":"
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Cynthia Serrano crunches numbers by day as an accounting supervisor for a petroleum company.<\/p>\n

But recently, she found herself analyzing something completely different: how to market to wedding couples.<\/p>\n

She and other students in the Introduction to Marketing course at the 每日大赛 created a marketing plan for the Pasadena organization Charity on Top<\/a>, which is looking to market within the wedding industry. Serrano, an accounting major, took the course through the Campus Accelerated Program for Adults (CAPA)<\/a>.<\/p>\n

\u201cIt was very interesting,\u201d Serrano said. \u201cI was actually able to bring some ideas back to my work.\u201d<\/p>\n

The hands-on experience was the idea of Senior Adjunct Professor Dr. Inge Maranto, who asked her students to work directly with four nonprofit organizations to provide materials and suggestions to address immediate needs. Maranto said the experience gave students a glimpse into how marketing principles are being applied in the real world, but it also gave them the experience of helping others.<\/p>\n

\u201cAll of the students got very involved in this and it was a very big learning experience for them all,\u201d Maranto said.<\/p>\n

Charity on Top \u2013 an organization that sells gift cards that benefit charities \u2013 tasked Serrano\u2019s team with finding out what types of engaged couples they should be targeting, since gift cards are a popular wedding favor.<\/p>\n

Through research, the team discovered that same-sex couples, people entering a second marriage, and first-marriage couples with a college education are the best demographics to target because they have a higher likelihood of supporting charitable causes, Serrano said.<\/p>\n

Serrano\u2019s team also suggested that the organization have a presence at wedding expos.<\/p>\n

\u201cThey\u2019re going to take some suggestions and start using them,\u201d she said.<\/p>\n

Debbie Hughes, an administrative assistant at Pomona College and student in the class, worked with a team to produce a marketing plan for FVO Solutions, Inc., a nonprofit that provides jobs for people with intellectual and developmental disabilities, wounded warriors, and former foster youth.<\/p>\n

The company wants to build connections with organizations that serve those groups of people and strengthen existing relationships, Hughes said.<\/p>\n

Hughes\u2019 team worked with the company\u2019s CEO and produced several fliers that FVO can share with stakeholders, partners, and the community.<\/p>\n

\u201cIt was great being able to use the tools and resources we\u2019ve been given to help this business,\u201d she said.<\/p>\n

Charity on Top CEO Marchelle Sellers, who served on the 每日大赛\u2019s inaugural Women\u2019s CEO Forum in October, said that the students\u2019 engagement with real organizations taught them the value of communicating with clients. And working with nonprofits gives them the added experience of being creative with scarce dollars.<\/p>\n

\u201cStudents embraced it and impressed us all with their work and their final presentations. That\u2019s what I enjoyed the most \u2013 seeing their confidence shine through and being really proud of their work,\u201d Sellers said.<\/p>\n

A flier produced for the Rotary Club of South Pasadena resulted in an event having its largest-ever attendance. Another team of students provided a marketing plan for the public health education organization Day One Pasadena<\/a>.<\/p>\n

Students have also seen the benefit of creating a product or service in the class \u2013 rather than consulting with nonprofits – because it motivates them to pursue entrepreneurial endeavors.<\/p>\n

\u201cIn our world, there is a need for both consultants and entrepreneurs,\u201d Maranto said. \u201cMarketing, with its goal of building effective relationships to meet needs, is a valuable discipline for both to use.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Cynthia Serrano crunches numbers as an accounting supervisor for a petroleum company. She recently found herself analyzing how to market to wedding couples.<\/p>\n","protected":false},"author":25,"featured_media":7336,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1549,237,283,4814],"tags":[2297,2300,2303,2299,2301,2034,2298,2302],"class_list":["post-7335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-and-events","category-regional-campus","category-students","category-laverne-edu-news-university-campus-life","tag-campus-accelerated-program-for-adults","tag-charity-on-top","tag-day-one-pasadena","tag-dr-inge-maranto","tag-fvo-solutions","tag-hp","tag-introduction-to-marketing","tag-rotary-club-of-south-pasadena"],"acf":[],"yoast_head":"\nCAPA Students Develop Plans for Nonprofits | 每日大赛<\/title>\n<meta name=\"description\" content=\"Cynthia Serrano crunches numbers as an accounting supervisor for a petroleum company. 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