MINI ACTION PLAN FOR:

Transcription

1 MINI ACTION PLAN FOR: ABC Company IMMG This is a Sample document; some items may not reproduce correctly JUNE 28 th 2007

2 Table of Contents 1.0 The Company-Executive Summery Mission Product Offering SWOT Summary Strengths Weaknesses Opportunities Threats Historical Results Situation Analysis The Market Market Trends Competition Indirect Competition Marketing Strategy Value Proposition POD's FAB 1-Branding and 8PASS FAB 2 Website Development Development Requirements FAB 3 Campaigns Advertising Public Relations Direct Marketing Campaign Management Implementation Schedule FAB 4 Sales Cycle CRM Plans

3 1.0 The Company-Executive Summery ABC Company was founded in 2005, because there was a need to... Our goal from the beginning was to provide...we expanded... We provide our clients/customers Mission ABC Company's core mission is to Product Offering ABC Company will focus on the following services or products: 1. X 2. Y 3. Z page 1

4 1.3 SWOT Summary The SWOT analysis addresses the strengths and weakness within and the opportunities and threats that exist in their environment. This analysis highlights areas to be leveraged and points out where must improve within the organization and within the industry and market Strengths ABC Company has great strength and must promote its Point of Difference (POD) in an effective manner in order to penetrate its target markets. Other strengths include: The uniqueness of being a... Our website will allow our target market(s) to have accessible to them unique Weaknesses ABC Company must address the following anticipated weaknesses: ABC Company faces a lot of competition in the XXX industry. In order to remain competitive we must compete with pricing and service but also must continue to develop XXX to address the XXXX landscape within the industry. While ABC Company service/production/wholesale/nfp offering is unique, many older and established companies are present in the market servicing... page 2

5 1.3.3 Opportunities Given ABC Company's core capabilities and its anticipated position in the market, opportunities exist in a number of areas. Based on core strengths, opportunities include capturing a % of the consumer market through alliances with XXX... In addition ABC Company believes it can create a significant online presence using cutting edge SEO, PPC, and High Value ROI marketing... ABC Company can capture XXXX market Threats The nature of ABC Company's core business presents the following threats from... ABC Company's competition... ABC Company must be aware of regulation... ABC Company must be aware of competition... ABC Company's cash flow... ABC Company's startup capitol... ABC Company's growth... page 3

6 1.4 Historical Results ABC Company's past marketing activities have produced mixed results. The following is a summary of those activities and categorizes them in terms of "successful" and "unsuccessful." A successful marketing activity produced billable hours that were equal to or greater than the total investment into the activity, excluding time. An unsuccessful activity generated traceable revenue but was less than the cost of the effort. Successful - Unsuccessful - Additional work is required to better track revenues resulting from each of our marketing activities. 2.0 Situation Analysis What the company does well in relation to its market: ABC Company's has created or does... Product Service Technology POD's page 4

7 2.1 The Market We possess, and will research to find, good information about our market and the common attributes of our target audience. We will leverage this information to better understand who we serve, their specific needs, and how we can better communicate with them. This will be done through: Survey's Management Think-tanks Studies Focus groups The Market Analysis Table below represents actual dollars secured, broken down by target market in thousands Table: Market Analysis Market Analysis Potential Customers Growth CAGR Existing customers/clients 5% % Past customers/clients 50% % General potential customers/clients 25% % ABC Comp. Geographic Trgt Mrkt 15% % ABC Comp. B to B Target market 10% % ABC Company's consumer Market 25% % Target 7 25% % #VALUE! #VALUE! #VALUE! #VALUE! #VALUE! #VALUE! Total 27.96% , % page 5

8 Market Analysis (Pie) Existing customers/clients Past customers/clients General potential customers/clients ABC Comp. Geographic Trgt Mrkt ABC Comp. B to B Target market ABC Company's consumer Market Target Market Trends ABC Company will focus on trends that will keep the company at the forefront of its industry, and achieve the growth potential of the company. page 6

9 Market Analysis (Trends) Existing customers/clients Past customers/clients General potential customers/clients ABC Comp. Geographic Trgt Mrkt ABC Comp. B to B Target market ABC Company's consumer Market Target 7 Target 9 Target 10 Other 2.2 Competition ABC Company's faces competition from... Existing New entries page 7

10 2.2.1 Indirect Competition ABC Company's indirect competition includes... These are typically thought of as... Many of these may fill the XXX but they do not have XXXX 3.0 Marketing Strategy ABC Company's marketing strategies are based on meeting the following: Growth Objectives: Financial objectives: Other objectives: page 8

11 3.1 Value Proposition POD's ABC Company's provision of quality service, as well as..., are critical in separating itself from the competition. Specifically the main POD's (points of difference) are: FAB 1-Branding and 8PASS ABC Company needs to brand itself as...it is important that people associate ABC Company with highly skilled expertise, personal service and the highest standards. Our marketing materials both offline and online will need to reflect this brand message with consistent packaging and themed text. ABC Company understands that brands are not created overnight. It takes careful management to orchestrate a positive relationship and to properly associate the brand's promise with the relevant marketing symbols. The rewards for building a brand are higher profit margins, competitive security and brand extension efficiencies. We will measure our Brand effectiveness with our logo and collateral with surveys as the campaigns mature. page 9

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14 6.0 FAB 3 Campaigns These critical marketing components will be used to promote ABC Company: ALL MEDIA WILL BE TRACKED AND ANALYZED FOR ROI. A VETTING PROCESS WILL INSURE THAT OVER TIME ONLY THE MOST PROFITABLE CAMPAIGNS ARE REPEATED. THIS INCLUDES ADVERTISING and DIRECT MARKETING. ALL COLLATERAL WILL BE WEBSITE DRIVEN. MAYBE TO A LANDING PAGE FOR MEASUREMENT, BUT WEBSITE DRIVEN. ONE OF THE FIRST GOALS WILL ALWAYS BE TO GET AN OPT-IN ADDRESS. ABC Company's promotion strategy utilizes Public Relations, with much more emphasis on advertising, direct marketing, and community relations. page 12

15 6.1 Advertising ABC Company will advertise in local newspapers.. ABC Company may also advertise on "Local" portals online making sure that people always find them when they are looking for cosmetic expertise. The website needs to clearly communicate its brand and positioning so that when traffic is driven to it-- it results in leads and ultimately conversions.. In the near future, brochures, Website, Web advertising/promotion, newspaper advertising, community sponsorships, Giftables and possibly radio, TV and Bus promotion all will be a part of ABC Company's advertising mix. Table: Advertising Milestones Milestones Advertising Start Date End Date Budget Manager Department Newspaper Ad paper 1 7/1/2007 7/8/2007 $1,500 IMMG Marketing Radio ad WXYZ 7/5/2007 8/1/2007 $3,000 IMMG Marketing Bus Stops phase 1 7/15/2007 9/1/2007 $3,000 IMMG Marketing Banner ads phase 1 8/15/ /31/2007 $1,500 IMMG Marketing Landing Page XYZ promotion 8/20/2007 9/15/2007 $500 IMMG Marketing Landing Page PQR Fair 7/10/ /31/2007 $100 IMMG Marketing Total Advertising Budget $9,600 Advertising Milestones Newspaper Ad paper 1 Radio ad WXYZ Bus Stops phase 1 Banner ads phase 1 Landing Page XYZ promotion Landing Page PQR Fair page 13

16 6.2 Public Relations It will be important for to use PR to help get the message out and garner publicity and to help dominate the internet searches. Table: PR Milestones Milestones PR Start Date End Date Budget Manager Department Press Release 1 7/1/2007 7/15/2007 $25 IMMG Marketing Press Release 2 7/15/2007 7/30/2007 $25 IMMG Marketing Article Release 3 8/1/2007 8/15/2007 $0 IMMG Marketing Press Release 4 9/1/2007 9/15/2007 $25 IMMG Marketing Press Release 5 10/1/ /15/2007 $25 IMMG Marketing Total PR Budget $100 PR Milestones Press Release 1 Press Release 2 Article Release 3 Press Release 4 Press Release 5 Jul Aug Sep Oct page 14

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