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The Heidi Search Center, Inc Marketing Research Project

The Heidi Search Center, Inc Marketing Research Project. Project by Alisa M. Reynolds April 14,2011 Our Lady of the Lake University. About the company.

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The Heidi Search Center, Inc Marketing Research Project

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  1. The Heidi Search Center, IncMarketing Research Project Project by Alisa M. Reynolds April 14,2011 Our Lady of the Lake University

  2. About the company Heidi is the spirit of the center. She went missing in 1990 when she was walking home from a friend’s house. They found her three weeks later in a storm drain about a mile from her home. Her parents decided to keep the center open after her recovery to help others whose loved ones go missing. Heidi’s status reminds the employees and the volunteers daily that awful things can happen to children and if we work together as a community, we can become an army against abductions and runaways.

  3. Meeting the Staff Kate Shields has been the Executive Director of The Heidi Search Center, Inc. for over ten years. She is the only full time employee for the agency. Her passion for missing children and adults is astounding. Her knowledge and magnetism helps her to work extremely well with other agencies and law enforcement.

  4. Daily Tasks Everyday , 24 hours a day, someone at the Heidi Search Center is on call for law enforcement or families to contact regarding a missing person. Currently, there are over 3,000 people missing in Bexar County. One went missing as I started this next slide. Employees and volunteers answer phones Update data bases Produce missing persons flyers Ask for donations and funding Answer requests from the media Meet with families to discuss case status Search for missing people through the internet and law enforcement Statistics provided by Bexar County 2010 Report Dept. Health and Human Services

  5. Changes are coming The Heidi Search Center is currently in the first stages of producing a new project for middle school students regarding internet safety and running away. A good amount of the missing are kids that have been lured by friends, boyfriends, and internet acquaintances to run away. The Heidi Search Center would like to make this project available to schools beginning September 2011.

  6. Initial Findings LOCATIONLOCATIONLOCATION Problem: The agency is located on Naco-Perrin Blvd. which is far from the public eye. The agency used to be in the Windsor Park Mall in San Antonio and was frequently visited by mall patrons. Now they very rarely receive any visits by the general public. Wyomingbusiness.org places strong emphasis on location. Physical location needs to reflect the businesses objectives. The location should fit in with the importance of the cause. Solution: If the agency wants to gain more exposure, for the sake of donations and their target market, it must relocate from their current location.

  7. Social Media Problem: Currently 336 people “like” The Heidi Search Center on Facebook. The page is updated hourly with new faces of those who have gone missing or ran away. Many times, Ms. Shields declines television interviews because she is too busy working on cases. Solution: It is imperative that the number of followers increase and more eyes are on those flyers. By using television and radio interviews, Kate Shields could request more people to add their Facebook page.

  8. How much did you spend on marketing last year? AOL interviews small businesses owners that have spent less than $100 towards their marketing and it has been extremely vital to their companies. Video Clip: http://smallbusiness.aol.com/2010/10/01/expert-take-how-important-is-social-media-to-your-business/

  9. Finding the Target Market Russell Knight of The Journal of Small Business and Entrepreneurship confirmed that marketing research is only helpful when initiating new projects in an existing business. The Heidi Search Center intends to begin a new initiative geared towards parents, so my market research was to find out what parents know about protecting their child.

  10. Survey Monkey Results: The majority of parents surveyed have talked to their kids about strangers.

  11. How well do your children know what to do if they are lost or abducted?   • Very Well - 23.3% • Well - 13.3% • Somewhat well - 30.0% • Not very well – 3.3% • Not sure – 2.77% Only 23% are confident that their children will know how to get out of a dangerous situation. The Heidi Search Center can provide children with the tools needed to protect themselves.

  12. How many children are found? The Heidi Search Center has a 97% success rate of finding a missing child. In my survey, only 36% of parents believe that after 48 hours, the child still has a chance to be found.

  13. Marketing Flyer that speaks back to the parents based upon knowledge to protect their kids. I created a flyer for the Heidi Search Center that speaks to parents about empowering their children. The National Center for Missing and Exploited Children estimate that over 800,000 children under the age of 18 went missing in 2010. That is 1 out of every 100 children. I picked this photo to show a large group of children and because I believe that the President of the United States can empower them to safeguard themselves.

  14. Movie Time For media visual, I created a movie clip through Picasa that is very rough. I had hoped to use imovie but I could not find access to it. I intend on making the video better in time, but it is started and I look forward to distributing it to The Heidi Search Center’s website, as well as to YouTube.

  15. References Location, Location, Location. Wyoming Business. Retrieved on April 12, 2011 from www.wyomingbusiness.org/pdf/regionals/location.pdf. Knight, Russell. Criteria Used By Venture Capitalists. Journal of Small Business and Entrepreneurship. Volume 3, Spring 1986. Retrieved on April 9, 2011 from Google Books. (39). The National Center for Missing and Exploited Children. Updated 2010. Retrieved on March 19, 2011 from http://www.missingkids.com/missingkids/servlet/PageServlet?LanguageCountry=en_US&PageId=4362 Von Elling, Jenna. Expert Take: How Important is Social Media to Your Business? AOL Small Business. October 2010. Retrieved on April 11, 2011 from http://smallbusiness.aol.com/2010/10/01/expert-take-how-important-is-social-media-to-your-business/.

  16. Thank you! I would like to thank Dr. Gooding and Kate Shields for all of the information that I have learned in the past three months. I understand marketing and community outreach better because of the projects I have done with the agency. I look forward to using these skills in my future career as an Executive Director.

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