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Hopeworks: Reaching a Turning Point
內容大綱
Hopeworks Camden (Hopeworks), a small non-profit organization based in Camden, New Jersey, with a $4.7 million annual budget in 2022, was looking ahead to 2024. It was mid-July 2023, and the board of directors tasked Don Rhoton, Hopeworks’ chief executive officer, and Onome Pela-Emore, their chief operating officer, to develop an expansion plan that is financially viable and increases their geographic reach, beginning as early as the second quarter 2024. Rhoton and Pela-Emore believed in their mission and knew that to grow they would need to increase in spatial geography, obtain new business opportunities, increase recruitment and training, and be competitive in the marketplace. They also knew that to make this all happen they would have to question how they market, determine who they would market to, and how the market will recognize them as a competitor.
學習目標
This case is intended for undergraduate and graduate level studies on non-profits, human resources, and marketing leadership. After working through the case and assignment questions, students will be able to do the following:<ul><li>Illustrate how marketing is as important for non-profits as it is to for-profit organizations.</li><li>Determine key marketing issues that need to be addressed.</li><li>Detail how marketing variables need to be integrated to produce a successful strategy.</li></ul>