POSITIONING

We position ourselves as a worldwide network of the best organized, highest concentration of post secondary educated Dominicans anywhere. That global, professional base makes us the Dominican organization most capable of comprehending, reacting to, and exploiting of the emerging globally integrated knowledge economy. Our philosophy and culture is based on non partisanship, transparency, accountability, professionalism, competence, contribution, and love of country. The execution of that philosophy will inspire confidence, activate participation, and create credibility allowing us to achieve our mission more effectively than most indigenous organizations. Finally, our social and professional global network with its professional connections, friendships, peer recognition, and patriotic contribution, combined with tangible, high impact accomplishments, will allow us to offer a level of emotional and social satisfaction to our members that cannot be matched by any institutions offering competing satisfaction of philanthropic or social responsibility.

MARKETING OBJECTIVES

The overall marketing objective is to develop within the next five years a strong, effective, and prestigious organization with a reputation as a positive, effective, and ethical institution delivering high levels of positive social and emotional benefits to its membership.

Specific goals for this marketing plan are:

1. Expand the financial and human resources base by increasing the number of dues paying members from under 100 today to at least 500 within 6 months of campaign commencement, at least 1,000 within 2 years, and 2,000 within 5 years.

2. Develop a contact database of at least 10,000 expatriate Dominicans within five years, as a source of potential members, for networking benefits, and as an overall constituent base. 

3. Be perceived as the premier non-profit organization on the island as indicated by visible results from project and programs, positive media coverage, through survey of the Dominican community, and awards and recognition of the organization and individual members.

4. Demonstrate, through internal member surveys and other assessments, that DAAS members hold the organization in high esteem, have high approval of organization mission and believe that it is being effectively achieved, and are motivated to continue contributing.

FINANCIAL OBJECTIVES

1. Raise a minimum of $15,000 revenues through membership fees within one year of programs commencement.

2. Through name recognition and positioning raise at a minimum of $5000.00 by the end of 2007 through corporate and other grant/philanthropic donations, and fundraising drives.

3. Accomplish our marketing goals within the available DAAS budget.

 

STRATEGIES

The following three specific strategies will be followed in achieving the marketing and financial goals outlined earlier:

1. Expand constituent base by actively recruiting new members.
2. Increase commitment and dues by inspiring and motivating members.
3. Develop public support by building a widely known image of competence and transparency.   

The strategies are reinforcing and synergistic. Developing a well known, prestigious image and a reputation of effectiveness will greatly facilitate recruitment. In turn, membership growth and contribution will further enhance organizational reputation by providing the resource base to execute even more effective, high impact projects.

Members will remain activated and motivated by these visible successes as well as derive emotional and social benefits through their affiliation with the organization and through recognition of their efforts and love of country. These positive feedback and synergistic relationships will push the organization forward with increasing momentum.

The following strategy pyramids outline the specific tactics and programs that will be used to execute the three strategies.

 

Strategy # 1 Expand constituent base by actively recruiting new members

 

             Tactic #1-A Develop high impact DAAS marketing material for target segments

 

Program #1-A-1 Develop segmented member packages

DAAS membership need to be viewed as a product and treated in similar manner to any physical product offering. The intangible nature of the product presents special challenges but once the product can be effectively conceptualized we can go on to effectively market it. From the positioning statement, the DAAS product can be conceptualized as a service and psychic payment benefits package. The benefits of that package has already been captured in the positioning statement. However it can be boiled down to:

 

1)      Networking & Information flow benefits for achieving personal and business objectives

2)      Emotional satisfaction & sense of contribution from helping develop an island they love

3)      Sense of community & camaraderie with other purposeful and accomplished Dominicans.

 

The DAAS product then must incorporate that benefit set into a marketable package. While the product itself is intangible, material must be developed to convey these benefits sets in a tangible communicable manner. A well developed membership package should attempt to capture these ides and concept in a tangle manner. While the basic product must be kept invariant, DAAS must also attempt to segment the market and develop variants of the core product to appeal to the various segments that DAAS membership is composed of. The plan then is to develop three basic membership packers that codify the basic DAAS product but designed slightly differently to more effectively penetrate the identified segments. The three membership packages embodying the DAAS product are outlined below: 

 

1. Working professional package

 

The emphasis in the working professional package will be on networking benefits for business and personal reasons. The development of peer and professional groups contact will be emphasized – develop business card exchange program similar to Business Networks International. Belonging to BNI is like having dozens of sales people working for you because all the other members carry several copies of your business cards around with them.  When they meet someone new who could use your products or service, they hand your card out and recommend your services.  It's as simple as that!  It's simple because it's based on the proven concept of what goes around, comes around.  If I help you, you'll help me and we will both benefit as a result. Focus on investment opportunities, especially joint ventures. Focus on professional advancement through having a virtual team of professional to help you increase effectives/ projects in your salaried job or a team of virtual experts in your small business. Also emphasize potential consulting gigs on a paid basis. Discuss tax advantages of contributions to DAAS. Discuss corporate representatives programs and emphasize resume development by being involved with DAAS in an board or executive level - a professional organization as a consultant or executive officer. DAAS will make for an excellent reference. Chance to have option to work in DA and make US dollars with outsourcing work etc, plus increased cash flow in local economy. Discuss travel network and DAAS hospitality program – reduced expenses especially for small business owners or simply a nice alternative – get to meet Dominicans in different places. Discuss retirement, insurance plans through group purchase and leverage in other joint purchase activities. Also discuss managing one’s investments and saving at home with competent DAAS stewards to manage your affairs while your are overseas sending resources home.

 

2. Retired professional package

 

DAAS programs to facilitate smooth transition to home – support network. Emphasize group health and other insurances for being at home in DA. Dependable people to rely on if family has moved away – companionship and friendships. Focus on ability to give back in consulting role through leveraging their expertise and knowledge gained over many years - retired executives of America concept. Real purpose and ability to contribute in retirement. Still allow as much activity and action as desired in an organization setting - many retirees will occupy top position in DAAS - makes retirement more interesting. Special opportunities to earn interest and other cash flow income by seeing economy develop through DAAS activities – helps ensure Dominica is a stable and prosperous place to retire to. Ability to be integrated in a planned way back into DA society though DASS initiatives and programs. DAAS lobby for programs such as retirement tourism opportunities, special tax and other incentives for retuning Dominican retirees. Put retirement money to work in DA instead of overseas. Planned, events/vacation packages for retirees both overseas and in DA. Generally, through DAAS policies and influence with government, welcomed back with open arms and benefits instead of being marginalized and forgotten as occurred with earlier DA retires.

 

 

3. College student package

 

Tertiary level Dominican students have their own unique need and expectations from DAAS. Emphasis should be on funding opportunities for education – scholarships and favorable term loans. Maybe offer “no collateral needed” loans from DAAS but a sort of community enforcement loan through social expectations and fear of disgrace in a prestigious community. Emphasize to, how a network of other college students and professionals at all levels can help with course work and projects. Emphasize internship opportunities through exposure and contacts with well placed Dominican professionals. Not only internships but eventual job leads and placement. A resume review and advisement service can be offered as well based on DAAS expertise. Also, ongoing mentorship through professional development in terms of personal and career advice and development. As well, opportunities to enhance entry level resume by working for DAAS - a professional corporation. Social events will also be emphasized. DAAS sponsored social events such as, Dominican student conferences will be emphasized – similar type of conference to NSBE . Will involve paper presentation on research, socializing etc. Also emphasize potential relationship networking through website of like mined Dominican students and chance to meet compatible partners in the Dominican Diaspora. Also, DAAS organized and underwritten graduation parties for DA students around the globe. Finally emphasize DAAS alumni from various colleges can also help in orienting new Dominican students to these colleges – lessens loneliness as well as can help in graduate school programs and show ropes for funding opportunities at universities. DAAS staff can help compile and advice from their contacts on that.

 

 

The plan then is to develop these different member packages. Those messages, images, concept, benefits targeted to specific segments will be captured as mentioned in various membership printed and electronic promotional material

(jacket folder, brochure, DAAS business card, postage paid return payment envelope, business card CD, and other cover & welcome letters will be developed with slightly different message as described earlier. These packages will be distributed to identified members as described in Program #1-C-2 Postal Mail Campaign

 

 

            Tactic #1-B Obtain & Organize contact information of potential members

 

Program #1-B-1 Each-One-Reach-One

This program will encourage every member to refer at least five friend and acquaintances that they feel satisfy DAAS membership requirements. The exciting DAAS vision should be communicated and e-mail address and other contact information should be solicited for forwarding to DAAS for follow up recruiting. This program can be a very powerful tool as referrals numbers follow an exponential growth curve. DAAS leadership and a core team of dedicated DAAS enthusiasts should play a key role in this word of mouth, social network referral program. Brochures and promotional material will be provided to each member for recruiting new members.

 

                        Program #1-B-2 Online Sites Mining

All online sources of Dominican e-mail listing will be investigated for prospects. Websites such as Cakafete, Delphis, and websites of Dominican associations worldwide has e-mail addresses of potential members. In addition, several sites such as graduates.com and classmates.com allow one to contact graduates from schools worldwide. Several hundred Dominicans are listed on these sites. All these online sources will be mined for contact information.

 

                        Program #1-B-3 Dominican Students List

Every year scores of Dominican students graduate from tertiary education worldwide (see opportunity analysis earlier). DAAS will obtain a list of these students primarily through the campus star program (discussed later). In addition, Caribbean student organizations worldwide will be contacted to provide contact information on Dominican students. The “Dominican Graduates” newspaper program (see below) as well as DAAS tertiary scholarship programs will  also encourage family and friends to put graduating students in touch with DAAS – contact information will be provided in local ads (radio, newspaper).     

                                   

Program #1-B-4 Interactive Computer Database

Storing, contacting, and tracking prospects can become complex and labor intensive. A database software package (e.g. Access) can alleviate a lot of these problems by allowing easy storage, retrieval, queries and manipulation of contact and skill set data. The database will be properly designed to deliver expected functionally. Data input forms will be generated from the design for distribution to prospects. Information from those forms will be used to populate database. DAAS members with database design and administration expertise will be recruited for that effort. A member with that expertise will also be permanently added to the membership committee.

 

 

            Tactic #1-C Establish contact & distribute material to prospects

 

Program #1-C-1 E-mail Campaign

The primary means of recruiting will be electronically. A mailing list will be established from the contact database and at least three rounds of e-mails will be sent out – the first will be a general newsletter describing DAAS and generally prepping audience for more detailed communication in subsequent e-mails. Those subsequent e-mails will contain electronic versions of brochures, database input form, details on payment options, and other membership sign up and DAAS contact material developed earlier. Positive responders will be vigorously pursued and sent more recruiting material through additional channels (see below). 

 

                        Program #1-C-2 Postal Mail Campaign

Printed versions of the membership materials will be assembled into a membership kit tailored to each segment (see earlier) and mailed to those showing interest and providing a physical address from email campaign. Material will be well designed, full color, and polished. This impressive package will convince recruits that DAAS is competent, organized, innovative, and that they should join this progressive organization. Further, the goodwill and trust shown by the organization in undertaking an apparently expensive campaign will evoke a sense of responsibility among those contacted to offset costs incurred – that sentiment will be subtly conveyed in cover letter. Program efficient since each successful dues paying recruit will cover several fold the cost of their recruitment.

                       

 

                        Program #1-C-3 Telephone Campaign

Selected DAAS members will contact prospects providing a telephone number. These prospects would have previously received at least one wave of communication - discussion with current member, e-mail messages, and/or postal mail package. The phone contact will be the final thrust to activate those not yet convinced to join. Volunteers will have a preplanned outline, but will simply attempt to have a one-one-one Dominican conversation to enquire about previous DAAS vision, recruiting material, and to ask for a membership commitment. Will also ask permission to call back to thank for joining/making sure everything went well. Will investigate matching up volunteers & recruits – student to student, MD to MD, etc, as peer respect is a valuable asset for personal recruiting

                       

 

            Tactic #1-D Establish permanent recruitment programs

 

Program #1-D-1 Campus representative program

Campus representatives will be established to maintain a permanent DAAS presence on worldwide campuses worldwide. Reps will arrange for DAAS events (visits by DAAS members, government officials, invited speakers, etc), organize campus fund raising, as well as have chair regular DAAS student chapter meeting to promote the DAAS mission and disseminate information. They will also be responsible for proving list of graduating Dominican students and organizing a DAAS pin ceremony (see later). Campus reps should be provided with a nominal scholarship, handsome certificate, business cards, DAAS polo-shirt, and supplies of DAAS promotional material. Their service will also be acknowledged on the website and at the annual recognition banquet (see later)

 

                        Program #1-D-2 Company Coordinators

Similar program to the campus representative program except the focus is on a representative in large companies. Focus will be on networking to identify Dominica professionals at the company and recruit to DAAS through word of mouth and/or providing promotional material. In addition, company coordinators will identify internship for current students and professional opportunities for new graduates or working professional looking to enter the company. Company reps will also pursue development of philanthropic and other working relationships between DAAS and their corporate organizations. Company reps will be rewarded in a manner similar to campus reps minus the scholarship.

 

 

                       

 

 

 

Program #1-D-3 D/ca affiliate organizations representative

Similar to campus/corporate representative programs except focus is on having a representative at affiliate Dominican associations. Focus will be communicating DAAS information to general membership, recruiting those interested in being part of a worldwide organization, and coordinating involvement of local organizations in DAAS initiatives. All this must be done in a manner that is complementary to the local organizations and must not be seen as competitive with or at odds with its objectives. DAAS may make small annual contribution to local organizations through affiliate reps as well as ensure links to the organization’s website is maintained on DAAS webpage.  Affiliate organization reps will be rewarded in a manner similar to other permanent reps. Make available DAAS expertise to develop website for every D/ca associations.

 

 

 

Strategy # 2 Increase commitment by inspiring and motivating membership

 

            Tactic #2-A Communicate Vision & Excitement

 

                        Program #2-A-1 Distribute Material on benefits & exciting vision

DAAS needs to effectively communicate it vision and mission to the Diaspora community and world at large. The vision and objectives must be captured in  print and other visual media and distributed to as wide an audience as possible. Radio and TV appearances and well as newspaper articles /columns will all add to that communication of vision and mission. We should have a consistent message and core set of strategic messages to consistently communicate through all such appearances by DAAS members. There should be a committee setup to coordinate these initiatives and appearances.

 

                        Program #2-A-2 Feature member photos & profiles on website

Each member should have a complete description and photograph added to site. A nice way to showcase the incredible talent and accomplishments of membership as well as allow DAAS to honor and recognize these members to their peers - will build loyalty and commitment among members an a sense of ownership/solidarity/traffic building re website.

 

                        Program #2-A-3 Monthly DAAS section meetings

DAAS members in various cities and communities should be encouraged to have at least monthly dinner or lunch meeting, to promote solidarity, review DAAS mission and progress, and strategize initiatives in their locations. Will drive real action and maintain a level of esprit des corps and motivation. Members can also meet as a book club to discuss various Dominican books, articles, or events/news in general. Will also be fun, educational and recreational.

                       

                        Program #2-A-6 Design a powerful logo and promotional material

While DAAS uses the Dominican masthead should consider developing own distinctive logo and image to promote around the world. Will give a level of instant brand recognition.

 

 

 

Program #2-A-7 Maintain an member idea log

Member’s innovations and ideas that are implements and which benefited the organization should be tracked and made a permanent part of their member profile when viewed on website. Establish an idea/innovation of the month recognition program. Innovators in action segments can be featured on website. Will give people a sense of ownership/recognition of their contributions to the organizations.

               

 

Tactic #2-B Peer and organizational recognition

 

            Program #2-B-1 Member certificate, pin, and business card

Each member should be issued an official looking, professionally produced DAAS certificate. A label pin and DAAS business card will also be issued upon dues payment. All these items are meant to create pride and professionalism in the organization. Business cards will have a DAAS listed email, college major/degree (comp science, business, MS, PhD, etc) any DAAS officer or other official positions as well as DAAS “ladder” designations (see DAAS recognition ladder program) positions. Members will be encouraged to order additional DAAS cards for personal use and distribution. Members should derive sense of pride and professional association from these items and will be asked to display prominently in their home and other places.

 

            Program #2-B-2 Annual recognition awards

Self descriptive, DAAS should have an annual recognition dinner to recognize outstanding achievement and service by members. Prizes can be - impact members of the year, chairperson of the year, innovator of the year, outstanding donor of the year, student / company / organization coordinators of the year, entrepreneur of the year, volunteer of the year, as well as a myriad of other recognitions. Need to be as equitable as possible in recognizing all the different facets of the organization and member levels. Intent is to recognize service to the organization and general accomplishment in a way that highlighted and benefited DAAS.

 

 

                        Program #2-B-3 DAAS “Nobel Prizes”

Recognize members who have attained important milestones and achievements in their professional fields. Fields would have to be decided. Suggest they model real Nobel Prize categories - may want to include an environmental prize to emphasize sustainability and “nature isle” brand. These should be high level awards and really reflect serious accomplishment such as publications, discoveries, innovations, and other recognized accomplishments. Awardees will receive an impressive plaque and medal – may have cash prize if DAAS can finance or have sponsored.

 

                        Program #2-B-4 DAAS recognition ladder scheme

DAAS members should have a way of being recognized for accomplishments and service in their peer group. There is a lot of psychic payment from the ability to see one’s progress within an organization. Not everyone will be able to be in an executive position and DAAS must have a way to allow those who wish to avoid the limelight or are not able to serve as an executive to be recognized. Those awards will also motivate members to get engaged and contribute, as those designations will factor in service and contribution levels. Titles will be issued to those selected by a committee to be used after their names in all DAAS communication and material. The designation will be tiered approach; the first rung would by open to about 10% of the membership a designation of GMA (Group member of the academy 14 %) e.g. Ronald James, GMA). Next rung would be SMA 6 % (senior member of the academy). Ronald James, SMA Next DMA (2%) (distinguished member of the academy. Ronald James, DMA Finally at the pinnacle Academy Fellow (1%), Ronald James, DAAS Fellow. The criteria for selection will have to be reasoned and thought through but should revolve around service and contribution to DAAS, impact of contributions, publications and other papers submitted to organization. Those on the DASS ladder should form a committee to elect new members and announce at annual general meeting. With bios on selected and their contributions read. These contributions should be separate from personal accomplishments as these will be captured in the Nobel prizes. These are specific to what impact did that person have on allowing DAAS to grow and prosper. Contributions must be measurable, innovative, and substantial.

 

Potential criteria and weighing scheme (table below)

 

Direct contributions to DAAS fundraising & strategic development	50%
Recruiting & Developing top members for DAAS	25%
Enhancing DAAS external image and influencing external decisions	25%

 

 

 

Tactic #2-C Highlight organizational benefits

 

            Program #2-C-1 Hospitality Network Program

DAAS should develop a network of members who are willing to host other DAAS members who may be in their cites for short stays or business trips. Members should have an 800 number they can call to get information on local “DAAS host homes in the area of interest. Would be a nice member benefit that DAAS can promote. Will also promote camaraderie, information exchange. These hosts should be recognized annually for their participation.

 

            Program #2-C-2 Job leads & business/investment networking

DAAS provides an incredible network for job leads and other consulting or business opportunities Those information/leads should be fed into a DAAS central repository that members only can have access to. DAAS members should also keep various business cards of other and make freely available as they come in contact with people, organization, opportunities they believe can benefit the other member in one form or the other. Would have to figure out logistics on what cards carried by whom (peer groups, same occupation, etc.) DAAS would coordinate this) Will serve as a tremendous benefit that DAAS can point to as a very real benefit of membership.

 

 

                       

 

Strategy # 3 Build goodwill, name recognition, and positive image to facilitate wider community support.

 

Tactic #3-A Develop & Maintain a Worldwide Dominican Network

 

                                    Program #3-A-2 Affiliations with all Dominican groups

DAAS should ensure that every Dominican Diaspora organization is identified and affiliated or associated with DAAS in some fashion. DAAS discussion and collaboration should be a regular item for discussion at these local organizations. Develop partnership and relationships to ensure that these synergistic relationships develop. Will provide an incredibly expanded information and collaboration network.

 

                                    Program #3-A-3 Reciprocal website links on DA related websites

DAAS should ensure that all Dominican related websites have a link to DAAS site and vise versa. As DAAS develop and increases it membership base and prestige, the traffic and hits from such an accomplished and dedicated Diaspora population should be increasingly appealing to those site

 

Tactic #3-B Execute at least three high visibility/high impact projects in five years

 

                                    Program #3-B-1 State College "Distance Ed' program

DAAS has an incredible network of advanced degree educated professionals. It would be very beneficial to have these professionals organized as a network of adjunct professors who offer online and other interactive distant education courses to Dominican state college students. This will allow the college to show a critical mass of master’s degree and above degreed faculty thus allowing accreditation to a US education board. Will also benefit students by dramatically expanding the universe of available courses and these courses will be taught by experienced professionals in the field. Grants from Gates foundation and others could be sought to develop the necessary infrastructure. All adjunct faculty would need to be trained in distance learning and instruction and provided with necessary equipment. Courses will be taught en gratis or at significantly reduced rates to initiate program. Exciting expansions are to offer state college course at a distance to Diaspora Dominicans looking to establish college credit at a community college level but may not be in a position for immigration and other reasons to attend college in their migrant communities.

                                   

                                    Program #3-B-2 Playground in Roseau

As far as known DA does no have an established playground. DAAS should seek to close that gap. There are many philanthropic organizations that undertake playground development for the underserved/underprivileged and developing parts of the world. The playground will be a high visibility symbol of DAAS commitment/involvement with the island as well as a real avenue for Dominican youth to enjoy a fun filled recreational activity. Sites for playground could be empty lots in Roseau not currently being utilized by owners in exchange for upkeep and landscaping of the property until ready for other use. Playgrounds wilt be easily deconstructed and reconstructed on alternate sites. May also consider lobbying government for some permanent location around the island.

 

                                   

Program #3-B-3 Computerize transcripts - allow online order

It is unfortunate how manual and ancient our high school record and transcript infrastructure is. Many schools still only issue a typed or written transcript for high school students perusing tertiary education in the US and other parts of the world. DAAS needs to establish a program to help develop database and computer systems to immediately automate the tracking and issuing of student academic records. Transcripts should look as processional as any issued in the first work with school names, logos, etc. Approach various education oriented philanthropic organizations on the idea. Should be an easy sell

 

Program #3-B-4 Join Third World Network of Scientific Organizations

DAAS should seek membership in various third world/developing world scientific and other like minded organizations. Membership in organizations such as the third world academy of sciences and others will go a long way in establishing the credibility and recognition of the organization. Will also allow DAAS membership to be eligible for various awards and recognitions - again building the credibility and prestige of the organization.

 

Program #3-B-5 DAAS high school scholarships

DAAS should see to establish a high school scholarship program. Maybe members can each “adopt” a child making DAAS capable of sponsoring hundreds of scholarships on a regular annual basis. DAAS visibility and impact will be greatly enhanced by such a scholarship program that would rank second only to the government sponsored scholarships programs.

 

Program #3-B-5 DAAS community TV initiative

Community television is missing or grossly underdeveloped in Dominica. The addition of a community channel on cable television in DA with content developed by community organizations, villages, community groups, or any local talent would be very beneficial in capturing the rich history and culture of the island as well as developing talent. Content can also be developed in the Diaspora for broadcast in the island. Would be an incredible high impact DAAS program with massive visibility. Many philanthropic organizations exist who are deeply committed to public and community television. These can be tapped for developing such a program. DA Program would run on these models – provide training and equipment free of chare to people committed to developing and broadcasting good content. Local cable channels can be approached to broadcast – pitch as sure to be a big hit with public with increased viewers and subscribers. May also approach government to mandate availability of some air time for public television.

 

 

Program #3-B-5 DAAS International baccalaureate program

THE IBO is an incredible initiative to offer a world class secondary certification to people around the world, participants in that program  receive advance credit for college and have access to many of the best universities in the world. The program is an add on to existing school programs and does not replace any current school programs or curricular. Students simply put in a little extra of their own time. Subject areas to be tested similar to CXC. Advantages of the program are international recognition at top tier universities – no need for CXC review and validation/accreditation process, and as mentioned significant credit to tertiary degree while still in high school. Significant cost saving for those who go on to fulltime university programs.

 

Program #3-B-5 DAAS DA encyclopedia – wikipedia concept.

Pursue the model of wikipedia. Develop an “encyclopedia dedicated to Dominican issues and knowledge. Make available to Dominican community at large for anyone to make additions and correction similar to wikipedia. Will prove to be extremely though provoking, informative and entertaining. Should grow to be the most comprehensive, in depth source of knowledge on Dominica in the world. Again will cement DAAS reputation as an innovative, knowledge promoting organization.

 

Program #3-B-5 DAAS Gardens website project – phase II.

A virtual Dominica can start with projects such as the gardens website. Thoughts are to develop stage two website with 3 D rendering, interactive maps and stories on the different areas and contents of the gardens. Expand concept to other similar sites of interest in Dominica, building a virtual Dominica over time. Link these sites to other virtual viewing portals like Google earth.

 

 

Tactic #3-C Stage annual and Other Events to Showcase DAAS

 

                                    Program #3-C-1 Annual “Old Time Games Olympics”

 

Lime and spoon, “morals”, dog and bone, red light, blue light, piece of land are all nostalgic games played as children in DA. Will be very appealing given the nostalgic content. May even hold some events on blocked off roads to recreate a genuine “street games” setting. DAAS should organize on an annual old time Olympics in major Diaspora cities – have competition to select cities like Olympics for fun. Will also be held in major Dominican cities and villages. Will make an annual event. Do extensive research to come up with a compilation of games from all parts of DA and have event sponsored. Also get participant fees as fund raising drive. Integrate that event with a Kite festival. Building kite like the old day (lament this is not longer done by DA youth) and have kite festival as part of DA independence celebration. Send message with bit of paper to kites, hold kite wars, etc. Hold in Windsor park stadiums or gardens. Should be a incredible high visibility sight.

 

                                    Program #3-C-2 Annual Conferences

DAAS should ensure that an annual general conference is held . Will be in the form of a NSBE type conferences. With paper presentation. Relevant topic discussions, plenary sessions, awards and presentations, entertainment, elections, etc.  Should be professionally organized and presented. Should be highlight of year in review. Will vary location across world and in DA. Make sure event is well covered by local media for most impact – provide tickets to overseas locations. Publish resolutions and action plans following conference.

 

                                    Program #3-C-3 Independence Day Assembly

All Dominicans at home for Independence celebrations should assemble for a special assembly in a public place like the national stadium. Visually and emotionally it will be quite powerful and very good marketing. All participants should wear a decided upon DAAS “uniform”. Hands could be held around the arena in show of solidarity with a DAAS chant recited at a designated time – adds to spectacle and emotional appeal. This event can be planned, choreographed and configured in many ways to be successful.

 

Tactic #3-D Spread General Awareness of DAAS & Programs

 

                        Program #3-D-1 Junior DAAS Chapters - High Schools

Junior DAAS chapters can be set up in local Dominican high schools. Hopefully most of those participants will also be DAAS sponsored scholarship recipients as the core. The students should embody the best principles of DAAS and follow the model of a student ambassador programs being involved at graduations and others visible community project - 10 k race, national day celebration, etc. They should also be given senior projects in the format of US engineering schools in science and business. They may also be good candidates to participate in the International baccalaureate program (IBO). Participant can be partnered with mentors in possible career fields in a big brothers and sisters concept. Each school can have their own chapter as well as a joint school monthly meeting for socialization, planning, networking. Participants should be issued special DAAS shirts for all official activities, as well as special presentation upon graduations – plagues, awards etc.

 

                                    Program #3-D-2 Weekly DAAS column/profiles in local papers

DAAS should arrange to have a weekly column published in a local paper (or all if feasible). Given the exceptional depth of expertise, experience and knowledge contained in DAAS, a weekly column should be totally feasible without being a burden to any particular member – those interested may only have to write one column a year. DASS column need not only be serious commentary, but can also be summary of news about Diaspora happenings, recognition, accomplishments, etc. That news section should be popular with readership and beneficial to paper – they should be willing to add to paper. Will also try to add digital photos from Diaspora to enliven section.

 

                                    Program #3-D-3 Discuss DAAS ideas on DA forums.

DAAS should designate several persons to participate on DA online forums to promote and disseminate ideas about DAAS. Many Dominicans regularly visit and participate in the chat rooms and would be a good forum for recruitment and idea sharing. Further, rumors are easily started on those websites. By DAAS having an official representation on these sites, rumors can be quickly dispelled and people can know that they have a fount of official positions by DAAS represented in these chat room forums.

 

                                    Program #3-D-4 Graduating students profile newspaper program

Every year scores of Dominican students graduate from tertiary education institutions. For almost all this a crowning moment for themselves and their families. Most of these graduates are first generation graduates and the family has made tremendous sacrifices to see them through. They can justly feel proud. Certain gradates are sometimes profiled in the newspapers upon graduation either by a friend request or their own request. The paper usually runs those for free as they know that readership looked out for those announcements with interest. However, many students without connections or resources do not get a chance to be publicly recognized. Propose that DAAS formalize the process and take out a special centerfold addition to local newspapers each graduation semester/term. Page can be sponsored by local businesses. Will feature as much as possible every graduating Dominican student with a brief profile on their achievements. Will really be a powerfully inspiring message for the community at large to see how many Dominicans are being granted university degrees every graduation term and the potential impact of that resource. Will also be very good marketing and image building for DAAS.

                                   

Program #3-D-5 Video segment on local TV – Diaspora lives 

Several programs like “how I am living on BET has had tremendous popular appeal. Reality TV shows have also revealed how hungry people are to be able to participate with real human drama. DAAS should capitalize on that phenomenon by developing a segment to run on local cable stations called “Diaspora Lives” or something. Will profile Diaspora Dominicans in their workplace, professional lives, or social setting in their adopted cities all over the world. Show will allow resident Dominicans a chance to see these countries from a real insider perspective as well as a real Dominican interpretation of their overseas experience. Could make for really interesting TV. Little doubt that the show would be enormously popular. Could structure to allow use of community television resources available in most US cities – these resources are generally made available free for use.

Bernard Hurtault,
Chair, DAAS Membership Committee.