In a crowded marketplace of ideas, it is important for non-profit organizations to establish a well-defined niche. While the BCA is not selling products, we are selling the organization's mission, our ideas, programs and services.  Developing and maintaining a visible and credible identity through marketing will increase local, Regional and National support for the organization.

We do not rely on our programs selling themselves based on their inherent worth or operate with the assumption that support and recognition will automatically appear for a good cause. Even the best of programs will fade into obscurity without intentional interaction with supporting groups, associations, businesses, and individuals.  Maintaining lines of communication builds understanding and awareness for the need and mission of our programs.  The BCA realizes the importance of defining the intended audiences, targeting the messages to these groups, and outlining strategic plans to best utilize limited resources to meet organizational goals and objectives at the grass roots level.

Though the BCA began in 1993, the foodservice community knows very little about the good work of the BCA.  A detailed marketing program and strategy will change that.  Effective communication and a consistent image will enhance the ability of the BCA to increase financial support. By involving local communities, private foundations, creating scholarship opportunities, grant writing and a fund raising campaign provides the BCA an opportunity to continuously support the professionals of the future.

An example of tasks for the Marketing Committee are:

• Identify target audiences: Define the groups the BCA wants to interact with.
• Maintain consistent communication: Plan communications strategy annually. Develop a timeline for press releases, newsletters, special events, and other marketing efforts.
• Create a visual identity.
• Employ multiple communications tactics: Target several audiences which may respond to different approaches.
• Select and utilize various media tools: Employ a combination of approaches best suited to connect with targeted audiences while making best use of our financial resources.
• Re-energize the identity of the organization into a stronger, distinguished brand by increasing visibility and awareness.