Design Rangers: A Marketing Plan for New Jersey Community Design Centers MKT 500: Marketing Strategies Paul Glassman Southern New Hampshire University December 2, 2012
Design Rangers: A Marketing Plan for New Jersey Community Design Centers Executive Summary This plan supports the creation of community design centers, to be housed in three New Jersey community colleges and staffed by their architecture faculty and students. Although community design centers have existed since the 1970, there are currently none in New Jersey.
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The Design Rangers ' mission is to build strong communities through human-centered design for clients in need. Situated in the second year of operation, the measurable goal for the Design Rangers is ambitious yet realistic. Although only fifteen commissioned design projects are needed to break even (five per community design center), the goal is to complete thirty client projects each year, which would generate $74,500 in excess revenue for early-year cash flow needs. The scale of the projects may vary from modest refurbishing or space planning and reconfiguration to more substantial renovation. Centering on the values of human-centered design, which enrolls the users in the process, and environmentally friendly results, which minimize negative impact, the Design Rangers have the overarching goal of solving two related problems: 1. For reasons both economic and cultural, many small, nonprofit, or otherwise lean organizations do not seek professional design services, resulting in building and spaces for their clients that lack desirable environmental, organizational, and aesthetic conditions. 2. Human-centered design empowers users at all levels to participate in design decisions that affect them directly. These are the highlights of the nine sections in the plan: 1. Service description. The Design Rangers are a triad of community design centers to be housed
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