Marketing Plan 
 

We want to communicate with potential customers in every available venue. Strategically, we have the experience to prepare and produce ads that you will be proud of. Our creative challenge is to deliver advertisements catered to meet your needs. Our multi-level marketing communication outline ensures that a successful campaign is realized.

    I. Marketing communications plan outline
     Baseline Research

        A. Market Profile - for all service/product categories
            1. Size of Market(s)
            2. Trends - growing, shrinking
            3. Revenue Potential
            4. Profitability
        B. Organization Market Profile
            1. Asset Size
            2. Geographic Distribution
            3. Services Offered
            4. Awareness - of services/products vs. competitors
            5. Attitudes/Opinions - vs. competitors
            6. Current Business Relationships
        C. Consumer Profile
            1. Awareness
            2. Perceptions/Attitudes/Opinions
            3. Behavior
            4. Geographic Distribution
            5. Demographic Characterization
        D. Market Share Analysis
        E. Peripheral Factors
            1. Traffic
            2. Timing
            3. Seasonality
        F. Competitive Analysis - for each major competitor
            1. Methodology
            2. Marketing Tactics
            3. Message
            4. Reputation
            5. Marketing Expenditures
 

    II. Situation Review

        A. History/Origin of Organization
        B. Environment - economic, legal, social
        C. Products/Services
            1. Quality
            2. Price Point(s)
        D. Image - among various audiences
        E. Awareness - among market segments
            1. Current Products
            2. New Products
        F. Acceptance - in the marketplace
        G. Market Share - by product category
        H. Competition - who and how good
        I. Trends - business, social, technological, competitive
        J. Market Stages/Projections
 

    III. The Markets

        A. Primary Market
            1. Demographic Profile
            2. Geographic Distribution
            3. Geo-Demographic Description
            4. Psychographic Profile
            5. Affinity Clusters
                a. Percent/Key Prospects
                b. Percent/Potential Prospects
                c. Percent/Marginal Users
                d. Percent/Hard Sell
        B. Secondary Markets
            1. Marketing Representatives
                a. Number
                b. Geographic Distribution
                c. Attitudes
                d. Motivational Potential
            2. Decision Maker/Influencers
                a. Titles
                b. Responsibilities
            3. Organizational Type
        C. Tertiary Markets
            1. Employees
            2. Trade Allies
            3. Investors
 

    IV. Goals and Objectives

        A. Goals
            1. Increase Sales/Revenues
            2. Increase Traffic
            3. Make a Profit/Surplus
        B. Objectives
            1. Build Awareness
            2. Communicate Uniqueness
                a. Features
                b. Benefits
                c. Quality
                d. Convenience
            3. Incentives
            4. Specific Numerical Objectives
                a. Traffic
                b. Transactions
                c. Revenues
 

    V. Strategy

        A. Market Stage
        B. Budget Rationale
            1. Aggressive (gain market share)
            2. Defensive (protect market share)
        C. Application of Resources
            1. Institutional "Image"
            2. Promotional "Sell"
            3. Retention
        D. Tactical Tools
            1. Brochures
            2. Videos
            3. Demo Disks
            4. Training Programs
            5. Audio-Visual Presentations
            6. Employee Introduction
            7. Public Relations & Publicity
            8. Premiums
            9. Direct Mail Program
            10. Trade Advertising
        E. Timing
 

    VI. Creative Approach

        A. Emotional
        B. Logical
        C. Style
        D. Longevity
        E. Thematics
        F. Specific Messages
        G. Design Rationale
 

    VII. Media Plan

        A. Media Analysis
            1. Objective
            2. Subjective
        B. Media Research
        C. Primary Medium
        D. Secondary, etc.
        E. Reach/Frequency
        F. GRP/TRP/MRP Levels
        G. Timing
 

    VIII. Budget

        A. Creative Development
        B. Advertising
            1. Ad Production
            2. Media Costs
        C. Totals and Calendar
 

    VI. Results Measurement (Follow-up Research)

        A. Awareness
        B. Perceptions
        C. Volume/Revenues/Profits
        D. Market Share
        E. Competitive Activities/Expenditures