As part of a semester-long project, a classmate and myself researched and developed a full scale strategic business and marketing plan for the Friends of Black Rock High Rock non-governmental organization located in Reno, Nevada. We followed the Triple Bottom Line model and this model fit the organization very well. We presented our plan to the entire Board of Directors and to our class in December 2011. The response was overwhelmingly positive and excited. The president of the board remarked, "We got more value out of your presentation than we did on an expensive weekend retreat with paid professionals. Thank you." I am quite proud of this work. I would love to do this for your company as well.

1. Friends of Black Rock/High Rock
An Opportunity as Big as the Playa
Saturday, December 10, 2011

2. Who We Are
Elaine Hirt Samantha Conway
• 10 Years Burner • Recent Transplant to
• 18 Years Reno Fernley
Resident • Outdoor Family
• 15 Years Marketing • 3 Years Non-Profit
Professional Management
• B.A. Journalism / PR • B.S. Engineering
University of Nevada Cornell University

3. Project Scope
• Consultant Point of View
• Analyze Non-Profit Organization
– SWOT Analysis
– Triple Bottom Line
– Marketing & Execution
• Action Plans

4. Proposed Vision Statement
To inspire visitors and residents to assume
personal responsibility for the
preservation of the region’s natural and
historical environment while enjoying the
Black Rock Desert and High Rock Canyon
National Conservation Area.

5. Organization Goals
Current Status Measureable Outcomes
• Budget—$220,000 • Double Budget—
$500,000
• Membership—255 • Double Membership—
500

6. An Opportunity as Big as the Playa
SWOT ANALYSIS

7. Strengths
• Radio Station—Asset
• Jalisco Club Grand Opening
• Effective Ecosystem Protection
• Intimate Knowledge of the Region

8. Weaknesses
• Majority of Funding is from One Source
• Serious Lack of Marketing Skills,
Effectiveness, Plan & Execution
• Very Remote Area, Sparse Population &
Services

9. Opportunities
• Radio Station—Marketing Tool
• Expand Visitor Resources
• Leadership Position in Region
• Take Advantage of University Resources

10. Threats
• Lose Board/Staff Members with Valuable
Tribal Knowledge
• Lose BLM & Private Funding
• Lack of Direction & Leadership
• Hoarding of Knowledge

11. Triple Bottom Line
ECONOMIC
ENVIRONMENT SOCIAL

12. An Opportunity as Big as the Playa
TRIPLE BOTTOM LINE—
ECONOMIC

13. Current Funding Sources

14. Current Funding Sources
74% of funding from one source

15. Recommended Funding Mix
Sales &
Rentals
10%
Donations
10% Grants
35%
Fundraisers
10%
Members
35%

16. Additional Sources
1) Memberships
2)Corporate Partnerships
3)Sales & Rentals

17. Membership
• Finding Members
• Estimated 170,000 Annual Visitors
• Only 255 members in 2010
Goal: 2% of Visitors Join
3,400 new members x $50.00

18. Member Benefits
• Jalisco Club (Showers, Laundry, Internet)
• Free Podcasts
• Free GPS Maps
• Rental Discounts
• Event Discounts
• Members Only Events
• Local Business Discounts
• Retail Store Discounts w/ Membership Card

19. Potential Corporate Partners

20. Sales and Rentals
Sales Rentals
• Portable Toilets • GPS Unit w/
• Local Photography/Art Preprogrammed Maps
• Gift Shop Items • Satellite Tracking
• Detailed GPS Maps Unit/Phone
• HAM Radio
• MP3 Player w/ Podcasts
• Emergency Survival Kit

21. Friends of
Banff
National
Park

22. An Opportunity as Big as the Playa
TRIPLE BOTTOM LINE—
ENVIRONMENTAL

23. Leave No Trace
• Portable Toilet Sales
• Trash Bags to Visitors
– MOOP Everything
• Follow-up Reports
– Did They Leave a Trace?
– Improvement Ideas
– Visitor Feedback

24. Eco-System Restoration
• Educate Users on
Active Restoration &
Research Projects
– Display Results
• Utilize UNR Students to Help w/ Various
Research Projects
Credit = Money & Experience to Students
Credit = Economical Labor to FBRHR

25. An Opportunity as Big as the Playa
TRIPLE BOTTOM LINE—
SOCIAL

26. User Safety
1) Satellite Location Device
2) GPS Navigation
3) Emergency Survival Kit

27. Tracking/PLB Devices
Spot FastFind ACR
Price $150 $250 $400
Subscription Fee $99/yr No No
“Check- Yes No No
In”/Tracking
“Help” Yes No No
“SOS” Transmit 6 days 24 hours 35 hours
Time
Location 6.4m 100m 100m
Accuracy
REI Rating 2 ½ - Star 4 ½ - Star 5-Star

28. GPS Navigation
Garmin Smart Phone
Cost $185 N/A
Location Accuracy 3m Varies
Battery Life 25 hrs (AA Batteries) 4-8 hrs
User Charges Rental Fee Possible Map Fee
Process for Use Rent unit Download Application,
preprogrammed with load area maps
routes to locations of
interest

29. Kurt Kuznicki
http://hikingnevada.blogspot.com

30. Google map created using GPS coordinates to find camps.

31. Emergency Survival Kit
• Kit Contains Items Appropriate For
Survival In The Area (Including But Not
Limited To):
– Basic First Aid Kit
– Emergency Blankets
– Hand Held Flares
– Beef Jerky, Granola Bars, Water
– Flashlights, Folding Shovel
• “Hotel Mini-Bar”

32. Inspire Members
• Create Meaningful Experiences
– Guided Tours
• Some Members Only Events
• Member Led Tours
– Research/Preservation Projects
• Ownership
• Visible Results
• Group Activities
• Clear Outcomes
– Jalisco Club

33. An Opportunity as Big as the Playa
MARKETING

34. Target Audience
• 170,000 Travelers • Rock
Through Gerlach Hounders, Geocacher
• Burning Man s
Attendees • Hot Springs Visitors
• On-Playa Special • Geologists
Event Attendees • Desert Rats
• Off-Highway, ATV, 4- • Photographers
Wheelers • Birders
• Hunters, Hikers • Youth Groups
• Veterans Groups • Current & Former
Members

35. Burner Perspective

36. Confusing Navigation
Too Many Choices
Where Do I Go?

37. Membership Page
How Much Is It Really?
Automatic Renewal
Tax Deduction Above Basic
Cost
Membership Benefits
Scolari’s Fund—Discontinued

39. Website
• Recreation
• Calendar of Events
• Maps, Weather & Playa Conditions
• History
• Volunteer

41. Facebook Conversations
•Provide
Accurate
Information
•Engage and
Converse
•Answer
Questions

42. Audio Broadcasts
Radio—KFBR-FM 91.5 Podcasts
• Great Asset • Historical Stories
• Drive Traffic to Jalisco • Hot Springs Tours
Club or Office • History of Various Events
• Become a Member • Navigation by Mountain
• Area Resources Available Range
• Corporate Underwriting • Education
• Current Weather & Playa • Exclusive Content for
Conditions Members Only
• Podcast of the Month

44. Traditional Marketing
• Events & Fundraisers • Email Lists
• Trade Shows – Jack Rabbit Speaks
• User Newsletters & – Burner Email Lists
• Sacramento
Websites
• Reno
• BLM Trailer • SF Area
• Public Relations • Lake Tahoe
• Other West Coast
– Radio
– OHV, ATV Groups
– TV
– Print

45. An Opportunity as Big as the Playa
ACTION PLAN

46. Who Executes?
• Board Members
• University Students
– Interns
– Student Clubs
• Retirees
• Member Volunteers
• Specific Duties & Outcomes Are Essential

47. Execution Phases
Phase 1— Phase 2— Phase 3—
Preliminary Outreach Retention
• Create Value for • Website • Create
Members • Facebook Meaningful
• Utilize Radio to Experiences
• User Websites
Drive Traffic to • Hands On with
• Trade Shows
Jalisco Club Land &
• Email Lists Community
• Recruit
Travelers as • Public • Additional
Members Relations Value to
Membership

48. An Opportunity as Big as the Playa
SUMMARY

49. Vision For the Future
• Be as BIG as the Playa
• Be the LEADER in Region
• Be the Black Rock Desert RESOURCE
To inspire visitors and residents to assume
personal responsibility for the
preservation of the region’s natural and
historical environment while enjoying the
Black Rock Desert and High Rock Canyon
National Conservation Area.

50. An Opportunity as Big as the Playa
THANK YOU!