Presented by Marketing by Justinawww.marketingbyjustina.wordpress.com

Twitter @MarketbyJustina

MARKETNG PLAN 101

Enhancing Your Business

A simple 4 step process to success

1Define

2Create

3Plan

though marketing

4Deliver

Goals business, strategic, tactical Purpose deliver the best service to our clients Picture ideal client Remarkable Difference service, quality, timely

Define, develop, and collaborate

1Defining

Proj

ectio

ns, g

oals

, vis

ion

GAP DashboardClearly understand the now and the future.

Keep in mind these are projections. Clearly defining your goals will allow the GAP dashboard to be more accurate.

3 Million 3.5 Million 4 Million 4.5 MillionUnknown 95% 95% 95%

308 (9mo) 350 350 350Unknown 8 16 24Unknown 35 50 70

Top 30 Top 25 Top 20 Top 1520 23 25 28

no yes yes yesno yes yes yesno Q3, Q4 yes yesno yes yes yes

Client Referrals

BusinessRevenue Client StatifactionNew ClientsIncrease Active Referral Network

Top 15 CPA Firm in Silicon Valley# of employees

Tactical Update websiteTop 10 search for 5 Internet EnginesMonthly eNewsletterQuarterly Marketing Campaign

Strategic

Marketing Plan Ideal Client, Difference & Differentiators

Remarkable difference TaxLand has a 95% client satisfaction rate with diversified tax expertise. Thus, making them a full-service accounting firm. Timely service and quality is top priority. Differentiators TaxLand is well establish in the community and has an outstanding reputation.

Demographics age, occupation/title Psychographics personality, values, attitudes, interests, lifestyle Geographics zip code, location.

Marketing Plan Defining Competition

CompetitionDirect XYZ Taxes, LLPIndirect Sole Proprietors, Bookkeepers, Regional and National Firms Model Taxes R Us, Inc.

Note:Direct: List out 3 -5 of your top competitors. Indirect: Define who they are.Model: What company inspires you?

Mar

ketin

g Pl

an D

efini

ng

October 2012 Due Date:

Business Goals

Strategic Goals

Tactical Goals

Ideal Customer(all services)

Differentiators

Model Competitor

Getting Started WorksheetDefine what you want and make a plan.

Note: plug answers in the GAP table

2Core Strategy message, positioning, branding Marketing Materials case study, testimonials Web Plan update, search engine, eNewsletter, social media

Create, improve, and determine your media

Creating

It’s about knowing

YOUR CORE MESSAGE.action

target

how-to“We partner with small businesses to make their businesses grow”

“We partner with people to minimize tax liability and ensure accuracy.”

What is branding all about?

Branding your message

Step 1: know your strengthsStep 2: what is your tagline

Step 3: colors, fronts, images, logo, themesStep 4: uniformed image

Step 5: all for one and one for all

Marketing Materials List Generation Marketing Kit Case Studies Testimonials Flyers/Letters Special Offers Proposals Process Press Releases Whitepapers Thank Yous eSurvey eNewsletter eAdvertising Webinars/Podcasts

Description • List Generation: utilize a list finding service to reach target client

• Marketing Kit: company story, case studies, testimonials, trifold of services, TaxLand essential difference, description of services processes, staff bio’s, letter from partner

• Case Study: also know as success stories. They empathize challenges a client/business faced and how TaxLand offered solutions.

• Testimonials: can be taken from survey’s and possible video for webpage

• Flyers/Letter: direct mail pieces to target clients

• Press Release: news about TaxLand

• Whitepapers: compelling story, articulate business challenges, explain innovative solutions, address roadblocks

• Thank Yous: on an as needed biases; cards to be sent to clients and referral sources

Marketing Web Description Update Website Branding – create a uniformed look and feel for website

Blog/RSS – have weekly updates from each staff member or service

Search Engine – monthly registration for all search engines

eNewsletter – monthly delivery; alternate services

Social Media – create, update and maintain a presence on twitter, linked-in, facebook and google +

Webinars/Podcast – bi-monthly; online presentations for clients

eSurvey - on an as need biases; annually and/or completed jobs, etc

eAdvertising - pay-per-click

Update Website Branding Blog/RSS Search Engine eNewsletter Social Media Webinars/Podcast eServey eAdvertising

Mar

ketin

g Pl

an S

ervi

ces

Marketing Plan ChecklistOctober 2011

Tax Attest Trust Acctg.

Lit. Support

Estate & Trust

Back Office

Foreign & Inter. Tax

Peer Review

Referrals

Messaging

eSurvey

Letters/ Flyers

Case Study

Testimonials

Webinars/Podcast

eNewsletter

Special Offers

Whitepaper

eAdvertising

Marketing Kit

Thank Yous

Proposal Process

Mar

ketin

g Pl

an fo

r Web

October 2011 Start Date End Date Budget Manager

Website Update

Blog/RSS

Search Engine

Email Marketing

Social Media

Webinars/ Podcast

eSurvey

eAdvertising

Web Plan Worksheet

3Lead Generation list development Marketing Campaigns current clients, prospective clients, referral sources Tracking process and follow-up

For seamless delivery qualify, create and plan

Planning

Marketing Plan Lead Generation

• Direct Mail– Mailing list – Follow-up calls– Appointment setting

• Referrals– Follow-up

• Web– Website inquiries– eNewsletter– Webinars/Podcasts/Blog– eAdvertising

• Public Relations

Direct Mail

Referrals Web P.R.

attest tax trust peer f/I tax b.office s/m biz lit

Marketing Plan Clients

• Referral Letter/Loyalty Program • eSurvey• eNewsletter• Thank you cards• Webinar/Podcast

Current Clients

• Flyer/Letter • Follow-up Process• eNewsletter• Marketing Kit• Webinar/Podcast• Special Offer

Prospective Clients

• Flyer/Letter• eNewsletter• Marketing Kit• Thank you cardsReferrals

Marketing Plan Process and Tracking

Tracking*

Direct Mail coding follow-up call appointment setting

Referrals ask referrals Track in Practice

Web email tracking website stats number of attendees

(webinar/podcast) Clicks

Process Create Marketing Materials Distribute Marketing Materials Follow-up via Phone Set Appointments Create Proposals Prepare Engagement Letters

4 Marketing Campaign: Tax start to finish…

Extra, Extra Read All About It!

Delivering

Mar

ketin

g Ca

mpa

ign

Tax Target Client

Demographics business owner, annual revenues $1 Million +, 5+ employees Physiographic Chamber Member and attends local charity events. Services appeal to them that have value added. Geographics 100 mile radius of the office.

Mar

ketin

g Ca

mpa

ign

Tax Messaging and Branding

“We partner with people to

minimize tax liability and ensure accuracy.”

CORE MESSAGE

COLOR

LOGO, IMAGES, FONTS

R= 9; G= 30; B= 150

Arial 12; Full Justified

Mar

ketin

g Ca

mpa

ign

Tax

October 2011 Campaign:

Start Date End Date Budget Manager

Direct Mail(Qualified List)

Post Cards / NB Letters (Q)

Card (M)Thank You

Web Marketing(Current Customer)

eSurvey

eNewsletter (M)

Blog update (W)

eAdvertising

White Papers (Q)

Public Relations(Media List)

Press Release (Q)

Marketing Timeline

Mar

ketin

g Ca

mpa

ign

Tax Follow-up Process and Tracking

Process Create Marketing Materials Distribute Marketing

Materials Follow-up via Phone Set Appointments Create Proposals Prepare Engagement Letters

Tracking*

Direct Mail coding follow-up call appointment setting

Referrals ask referrals

Web email tracking website stats Number of attendees

(webinar/podcast) Clicks

Benefits to Marketing

New Business Client Satisfaction Profits

Next Steps Complete GAP Worksheet Develop Core Message, Branding, etc. Complete Marketing Plan Checklist Compete Marketing Web Plan Complete Marketing Timeline

Want Answers to your marketing Questions?

• Contact Marketing by Justina – eMail: justina@marketingbyjustina.com– Blog: www.marketingbyjustina.wordpress.com– Twitter: @MarketbyJustina– LinkedIn: www.linkedin.com/in/justinadowneybryant