Date post: | 31-Mar-2015 |
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Team FKyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman
Cannon Pointe Chiropractic
Cannon Pointe, Current Marketing Plan
Current Situation
Current Marketing Plan Preopening survey Promotional gift baskets Fliers Healthy cooking classes Press release in The Northfield News Word-of-mouth and personal referrals
Competition Northfield Chiropractic Cram Chiropractic Corbett Chiropractic Pete’s Chiropractic Nobel Chiropractic Sigstad Chiropractic Center
Cultural, Demographic, Social, Technology,Economic, Political
Macro Environment Analysis
Macro Environment
Cultural Health and Wellness
Demographic Median Income Families Prominent Ethnic Group
Social Yoga Mom
Macro Environment cont’d
Technological Internet Access & Use
Economic Payment Methods
Political/Regulatory Health Care Reform: Harkin
Amendment
SWOT Analysis
Strengths• Specialties• Focus on families• Location
Weaknesses• Unknown/emerging
brand name• Specialty unknown• No established client
base
Opportunities• Social trends: Yoga
Moms• Local population
familiar with traditional chiropractic care
• Competitors have limited online presence
Threats• Misinformed public• Four well-established
clinics in Northfield (10+ yrs experience)
• Some consumers prefer other forms of treatment
Segmenting, Targeting, Positioning
Marketing Strategy
Segmentation: Mass Marketing 24-50 years old Annual household income $40K+ Mothers 24+ Children with ADHD and autism Those suffering from lower back or neck
pain
Target Market
Moms 24+ (late 30s, 40s, and 50s) Annual household income around
$50K Interest in personal health and
their family’s health
Positioning Salient Attributes
Functional Neurology Acupuncture
Increases the importance of informational approach
Product, Price, Place, Promotion
Marketing Mix
Product Traditional Chiropractic Care Functional Neurology Acupuncture Dr. Conway as a “product”
American Chiropractic Association In-Clinic without drugs or surgery
Cost-effective alternative
Price
Cannon Pointe• $45 per
adjustment• $100/First time
fee• Waive this
during first 6 months
Northfield Average• $50 per
adjustment• Two clinics
have first time fees
National Average• $65 per
adjustment
Place
Cannon
Pointe
Location
Promotion: Basic Strategy
Community: Building a Business Reputation Educate the public Community Involvement
Internet: Ease of Accessibility Optimization
In-Office: Generating Referrals Print Materials Acknowledgement
Promotion: Expanded Strategy
Ambient Advertising: Place-Based to Widen Target Placement adds meaning to message
Direct Marketing: Retaining Clients Informational Personal
Implementation, Contingency Plan, Measuring Success
The Plan in Action
Implementation Plan Initial Promotions (Prior to opening)
Health Screenings Web Presence and Optimization Community Reputation: Chamber of Commerce
Secondary Promotions (Coincide with opening) In-Office Materials Lecture Series
Tertiary Promotions (As possible) Ambient Advertising Acknowledge Client Base
Monitor and Track Successes (Throughout)
Contingency Plan Penetrate surrounding area
Dennison, Dundas, Randolph Leverage community resources
Measuring Success Product Success
Revenue Price Success
Monitor Price Sensitivity, Discount Packages Place Success
Clinic Front Sign Promotion Success
Online, Community Reputation, and Referrals
In Conclusionevaluate
identify
understand
define
educateretainand
reach, how to
environmentpotentialclient base
what they do NOT
Questions?
Thank You