As a final presentation, members of Cohort 15 worked in groups of four or five to develop a marketing plan for an organization in the community. Their plan was to include a summary of the research and analysis of the organization’s current situation, including the markets and consumers, and development and documentation of the organization’s marketing objectives, strategies, and programs.
This semester, the selected organization was Lighthouse Works! out of Orlando, Florida. “Lighthouse Works! is a social enterprise non-profit company whose businesses exist to forward and fund their mission of living, learning, and earning with vision loss. The goal of Lighthouse Works! is to be the number one provider of call center sourcing solution and fulfillment services for both for-profit companies and publicly funded agencies (http://www.lighthouseworks.org/WhoWeAre). ”
Each of the groups presented their marketing idea s to a guest panel. Dr. Tod Cox and Dr. Ram Subramanian of Stetson University were joined by Kyle Johnson (VP, Chief Sustainability Officer), Kaleb Stunkard (VP, Chief Information and Operations Officer), and Ramzy Spencer (Call Center and Technology Services Manager) of Lighthouse Works!.
Group 1 consisted of Cohort 15 members: Jessica Bundy, Nic Gonzalez, Sophia Huger Baldwin, Lilian Kaares, and Greg Lucas. This group’s marketing plan targeted universities and increasing customer relations. Their ideas consisted of attending web designing conferences, partnering with eye-drive, creating a socialmedia video, and distributing surveys about satisfaction.
Group 2 consisted of Cohort 15 members: Nicole Amero, Eddie Molina, Elena Outlan, and Kris Sahadeo. This group’s marketing plan targeted government involvement with an objective of driving urgency and pursing compliance. Their ideas consisted of attending monthly meetings forpress, and using Lighthouse Works! current employees as the face of the campaign and as speakers at city council meetings.
Group 3 consisted of Cohort 15 members: Natalie Ferrer, Kate Kroll, Aziz Ndiaye, and Laurie Warfield. This group’s marketing plan was aimed at web developers. Their main idea was to target companies where there are many lawsuits (on behalf of someone who is visually impaired). Their end goal was to turn this idea into a national movement toward accessibility and inclusion.
Group 4 consisted of Cohort 15 members: Ryan Gorman, Kristie Jones, Nicole O’Reilly, Brian Vann, and Juan Yang. This groups marketing plan focused on visibility through a subscription service. Their main idea was to offer three different product packages as a way to gain access to auditors. They also stressed the importance of making the Lighthouse Works! website more searchable through re-designing so that it could be found more frequently through web searches.
All of the groups did a terrific job! The guests from Lighthouse Works! were thoroughly impressed with everyone’s marketing ideas, as were we!
For more information about Lighthouse Works! please visit www.lighthouseworks.org.