This project was completed on Jul 14, 2015
Matched with Greg V
Matched with
Greg V.

Marketing Strategy

for  Alternatives
Whitinsville, MA, USA
Posted by
Kelly S.

Director of Recruitment

Posted Date
Oct 24, 2013
Virtual volunteer opportunity
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Impact statement
This project will save us $11,198 , allowing us to provide job skills training at a local community college for 10 individuals recovering from mental illness.

Project Details

What We Need

Our approach to recruitment is in need of serious attention since it has not evolved while our organization grew by 50% over the last 4 years and new staff positions were added. We need marketing assistance to enable us to attract the right talent. Specifically, we want to refine our outreach and marketing strategy to make us THE organization of choice for new graduates, skilled managers, and licensed professionals looking for a GREAT environment to make a difference in people’s lives.  

We would like to create a marketing plan that covers-

  • A marketing strategy that supports our overall recruitment goals, and tactics that respect our budgetary limitations while offering maximum return on investment.
  • Recommendations for identifying the most effective channels to reach potential candidates, thereby maximizing our marketing resources.
What We Have In Place
  • To get us started on this project, we have a branded message that we use in digital mediums (Monster, Craigslist) as well as print advertising that we share with local colleges. We have a team of two recruiters who are screening candidates and meeting them at events and a solid website/applicant tracking system in place to enhance the candidate experience.
How This Will Help

The success of our organization depends on the success of people we support. A recruitment marketing plan that targets the right audience is essential to our ability to support people with developmental or psychiatric disabilities to begin each day with a personalized plan to improve their lives. Without a marketing strategy to begin with, we cannot create compelling marketing collateral while will help us effectively recruit dedicated, compassionate professionals. Your skills will empower us to build a workforce that will carry out our vision.

Project Plan

Prep: Information Sharing and Goal Setting
  • Volunteer Manager outlines any current marketing activities and strategies
  • Volunteer Manager shares any existing marketing materials
  • Professional connects with the Volunteer Manager for a brainstorming/overview session, to discuss goals, target audiences, and existing activities/materials
  • Professional and Volunteer Manager outline next steps and timeline for the project
Milestone 1: Identification of Marketing Channels
  • Professional conducts research and analysis to determine the channels that the Organization should be using, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the channels identified
  • Professional incorporates Volunteer Manager’s feedback and finalizes channels
Milestone 2: Strategy Finalization
  • Professional drafts tactics and messaging guidelines for the different channels, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the draft
  • Professional creates metrics that the Organization can use to evaluate the effectiveness of their marketing
  • Volunteer Manager provides feedback to the Professional on the metrics
  • Professional incorporates Volunteer Manager’s feedback and delivers a final draft of the Marketing Strategy
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About The Org

Our Mission

Alternatives Unlimited, Inc. (Alternatives) is committed to offering high quality residential, employment, day and outpatient counseling services to individuals with developmental or psychiatric disabilities. Our mission is to provide the necessary skills and supports so that each individual may lead a satisfying and successful life in the community setting of his or her choice - a life that includes a real home, real job and real relationships.

What We Do

Last year, Alternatives provided services to more than 2000 individuals with developmental or psychiatric disabilities through our network of 55 programs across Central Massachusetts. Originally established in 1976, we've grown to become one of the largest and most respected human service organizations in Central Massachusetts. We have won numerous awards over the years - but of most importance is the fact that we consistently earn the highest marks on consumer satisfaction surveys completed by the individuals we serve.

Alternatives is all about Community Inclusion - making sure that the people we serve have the chance to become part of the fabric of the communities in which they live and work. Our motto is "real homes, real jobs and real relationships." What that means is that we strive to provide opportunities for the individuals we serve to develop the same kind of successful and meaningful live in the community that we all hope for ourselves and our children.

We also recognize our responsibility to the communities we serve, enriching community life for all by partnering with other community-based organizations to sponsor events that people of all abilities can enjoy together. In addition, we both encourage and reward staff and individuals served who volunteer with other community groups and organizations. Our goal is to help create a truly inclusive and collaborative community - a community in which the people we serve can achieve valued roles.


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