The Dance/USA Membership Marketing Plan
| Publication Type | Thesis | |
| Year of Publication | 2008 | |
| Authors | Fabian, Katherine | |
| Number of Pages | 149 | |
| University | American University | |
| City | Washington, D. C. | |
| Type | Masters thesis | |
| Abstract | The objective of this portfolio project is to develop a comprehensive marketing plan for the membership program of Dance/USA. In collaboration with various Dance/USA staff members, the author of this report proposes a set of broad, overarching goals and objectives for the membership program for the fiscal years of 2009-2011 (herein referred to as FY09, FY10, and FY11), which run from July 1, 2008 to June 30, 2011. While the marketing plan encompasses all three years, a specific work plan with an implementation timeline has been developed only for FY09 (July 1, 2008-June 30, 2009), with an assumption that subsequent detailed work plans would be developed on an annual basis. This project also includes the development of various member recruitment and retention strategies to reach the aforementioned goals, the design of communication templates, and the creation of systems to evaluate the various aspects of the plan. |