MARKETING PLANS

A SUCCESSFULCOMMUNICATIONS PROGRAM

BEGINS WITHTHE RIGHT PLAN

A 9 Step Process to Developing a Comprehensive Marketing Plan

MARKETING PLAN

By following this process, you can develop a plan for any industry.

1. Identify the audience(s)

2. Identify the best way to reach the audience(s)

3. Measure results and adjust for course correction

A written plan will help you:

• Defineyourtargetaudience(s) (there is often more than one)

• Definethemessageforeachaudience(they are often different)

• Determinetheactionsthatyouwantyouraudiencetotake

• Setatimetableandfostercoordinationwithavarietyof outreaches

• Provideanestablishedbudget

• Establishmeasuresofsuccess

MARKETING PLAN

• Historicalsalesdata

• Seasonaltrendsinsales

• %profitabilityfromeachproductorservice

• Resultsofpastmarketingefforts

• Sizeofmarket/salesneededtocapturedesiredmarketshare

#1 PRELIMINARY RESEARCH

#2 SITUATION ANALYSIS

• Statementofcurrentbusinesssituationandfuturegoals

• Listofproductsorservicesoffered

• Identifytargetmarkets

• Pastmarketingeffortsandresults

• Geographictargetareas

• Competition

• DefineAdvertisingObjectives

• DefineAudiences

• ListBenefits/Features

• IdentifyKeySellingPoint

• DefineActionSought

• EstablishEvaluationProcess

• IdentifyCorporateEssentials

• IdentifyCompetition

#3 CREATIVE BRIEF

#4 AUDIENCE ANALYSIS

Target Procedure What we want them to do What we want them to know or believe Media Timeline

Existing

Patients

Skin care

Oculoplastics

• Turn first to the trusted physicians at

Client when considering skin care or

facial cosmetic services. Trends show

that Lasik patients are appearance

aware and become next interested in

reducing fine lines and wrinkles.

• Because of intense training and accreditation,

the physicians at Client are the obvious choice

when considering Oculoplastics procedures.

• Best eye care in NE FL

Database direct

mail/web

strategy

Print,

Broadcast,

Earned media

Mature Adults Cataract Surgery

Glaucoma Procedures

PRK (Photo-Refractive Keratonomy)

LASIK

PRELEX

Oculoplastics

Optometry Services

Optical Shop

• Call for a free consultation

• Choose Client for all their family's eye

care needs.

• Client has world-renown experts using the

latest medical and surgical technologies.

• Patient will receive the most personalized

care in Jacksonville's most advanced

medical/surgical facility.

• Doctors are ASOPRS Certified and the most

qualified to perform Oculoplastics.

• Immediate accessibility (same day)

• Best eye care in NE FL

Print,

Broadcast,

Earned media

Young Adults PRK (Photo-Refractive Keratonomy)

LASIK

PRELEX

Optical Shop

Contacts

Optometry Services

Skincare Services

• Visit our web site for more information

• Call for a free consultation

• Client has world-renown experts using the

latest medical and surgical technologies.

• Patient will receive the most personalized

care in Jacksonville's most advanced

medical/surgical facility.

• Best eye care in NE FL

• How do Client rates compare?

Social Media,

College

newspapers,

Earned media

Women

interested in

skincare

Portrait® Plasma Skin Regeneration

CO2 Laser Dermabrasion (laser face lift)

Particle Dermabrasion

Permanent Eyeliner

Glycolic Acid Skin Wash

Botox and Restylane

• Visit web site to see before and after

images

• Free consultation to determine the

best regeneration approach for patient

• The Skin Care Center at Client has the latest

technology in facial resurfacing with North

Florida's only Portrait Laser, providing a more

brief downtime compared to resurfacing with

CO2 or erbium.

• CO2 Laser Dermabrasion aims to smooth

wrinkled or damaged skin by removing the

damaged layers.

• Particle Dermabrasion is the newest option

between beauty therapy and cosmetic surgery.

• Experienced estheticians

Print,

Broadcast,

Southern

Women's Show

Earned media

Men and

Women

interested in

eye, brow, neck

surgery, facial

cosmetics and

plastics

Blepharoplasty

Botox

Microdermabrasion

Partial Face Lifts

Endoscopic Forehead and Brow Lift

• Visit web site to see before and after

images

• Call for a free consultation

• The oculoplastic surgeon, trained first as a

medical doctor, residency trained in

ophthalmology, and subspecialty trained in

oculoplastic surgery, has extraordinary training

and experience in the field of orbital and facial

plastics.

• Client has world-renown experts using the

latest medical and surgical technologies.

• Doctors are ASOPRS Certified and are the

most qualified to perform Oculoplastics.

• Patient will receive the most personalized

care in Jacksonville's most advanced

medical/surgical facility.

Print,

Broadcast,

Southern

Women's Show

Earned media

Healthcare Client Target Audiences

CORPORATE

• Populartradeshows

• Sponsorshipofindustrymeetings/events

• Tradepublications

• Businesspublications

• IndustryWebsitesorblogs

#5 METHODS TO REACH TARGET

#5 METHODS TO REACH TARGET

CONSUMER

• Television,CableandRadiothatisnichespecific

• OnlinemarketingstrategiesthatincludeorganicSEOorPPC

• Traditionalprint–newspapers/magazines

• Directmailoremail

#6 SET A BUDGET

• Budgetbasedonefforttocapturedesiredresponse

To capture 2% of the Jacksonville W18-24 market, 840 sales are needed.

#6 SET A BUDGET

• IndustryAdSpendingAnalysis

SIC CODE - 1700 - Plumbing, Heating, Air-Conditioning

AD BUDGET AS A % OF SALES 3.4%

AD BUDGET GROWTH FROM 2006-2007 25.1%

#6 SET A BUDGET

• CompanyAdSpendingAnalysis

#7 IDENTIFY TACTICS

Identify Tactics as a Result of Research

#8 CREATE MARKETING PLAN

LocalBrandAwareness

#8 CREATE MARKETING PLAN

LocalBrandRolloutIntegrated Marketing Plan

All costs are estimates for planning purposes and subject to change at time of actual negotiations.

Estimate Total Gross

3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 Cost

Media Vehicle CPM Circ. Unit Size Target

PrintAmelia Now $25 35m 1/2 C 30+ Fall Issue Already Printed

Nassau Chamber Publications Not RespondingNews Leader $20 13m 3.5"x6 25+ $266 $266 $266 $266 $266 $266 $1,596Amelia Islander $43 15m 1/2 C 30+ $636 $636 $636 $1,908

Subtotal $902 $266 $266 $266 $266 $902 $636 $3,504

Promotion

Internal Rollout

Develop Key Message $230 $230

Purchase Premium Items

Patient/Partner Mailings

Create Letters $345 $345

Mail $1,822 Mail Standard class $1,822

Develop Press Release $115 $115Website Home page copy $115 $115

Subtotal $230 $0 $1,822 $2,052

Manufacturing/Printing

Stationery $8,748 $8,748

Brochure -1,500 $795 $795

Sign Installed

Subtotal $9,543 $9,543

Design

Web-site updates - see scope of work $690 $690

Planning $500 $500 $1,000

Project Management $625 $625 $625 $1,875

Ads

Amelia Islander $438 $438

News Leader $438 $438

Photography

Subtotal $625 $500 $1,125 $1,063 $438 $690 $4,441

Total $625 $500 $1,125 $460 $1,063 $9,981 $11,044 $902 $266 $266 $266 $266 $902 $636 $15,099

Key

2009

Launch Week Nov. 2

October November DecemberSeptemberAugust January

#8 CREATE MARKETING PLAN

LocalB2C–severaltargetaudiences

#9 MEASUREMENT

WhatCanBeMeasured?

• Increasedawareness

• Foottraffic

• Phoneinquiries

• Couponsredeemed

• Postcardsreturned

• Webhits,downloadsorotherconversiontactics

PERFORMING A COMMUNICATIONS AUDIT

COMMUNICATIONS AUDIT

Implementing a Strategic Communications Audit

AStrategicCommunicationsAuditisasystematicassessment,

eitherformalorinformal,ofanorganization’scapacityfor,or

performanceof,essentialcommunicationspractices.Itdetermines

whatisworkingwell,whatisnot,andwhatmightworkbetterif

adjustmentsaremade.

COMMUNICATIONS AUDIT

AuditIndex

On a scale of 0-4 in which a “0” indicates no consistency in application and a “4” indicates there is always consistency, a desirable benchmark is a “3,” which reflects that there is nearly always a consistent approach.

COMMUNICATIONS AUDIT

THANK YOU

Thank you!

Questions?

jkorb@bbased.com Twitter @JanKorb