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Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe...

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Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic
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Page 1: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Team FKyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman

Cannon Pointe Chiropractic

Page 2: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Cannon Pointe, Current Marketing Plan

Current Situation

Page 3: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Current Marketing Plan Preopening survey  Promotional gift baskets  Fliers  Healthy cooking classes  Press release in The Northfield News Word-of-mouth and personal referrals

Page 4: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Competition Northfield Chiropractic Cram Chiropractic Corbett Chiropractic Pete’s Chiropractic Nobel Chiropractic Sigstad Chiropractic Center

Page 5: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Cultural, Demographic, Social, Technology,Economic, Political

Macro Environment Analysis

Page 6: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Macro Environment

Cultural Health and Wellness

Demographic Median Income Families Prominent Ethnic Group

Social Yoga Mom

Page 7: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Macro Environment cont’d

Technological Internet Access & Use

Economic Payment Methods

Political/Regulatory Health Care Reform: Harkin

Amendment

Page 8: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

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

Page 9: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Segmenting, Targeting, Positioning

Marketing Strategy

Page 10: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

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

Page 11: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Target Market

Moms 24+ (late 30s, 40s, and 50s) Annual household income around

$50K Interest in personal health and

their family’s health

Page 12: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Positioning Salient Attributes

Functional Neurology Acupuncture

Increases the importance of informational approach

Page 13: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Product, Price, Place, Promotion

Marketing Mix

Page 14: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Product Traditional Chiropractic Care Functional Neurology Acupuncture Dr. Conway as a “product”

American Chiropractic Association In-Clinic without drugs or surgery

Cost-effective alternative 

Page 15: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

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

Page 16: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Place

Cannon

Pointe

Location

Page 17: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

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

Page 18: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Promotion: Expanded Strategy

Ambient Advertising: Place-Based to Widen Target Placement adds meaning to message

Direct Marketing: Retaining Clients Informational Personal

Page 19: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Implementation, Contingency Plan, Measuring Success

The Plan in Action

Page 20: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

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)

Page 21: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Contingency Plan Penetrate surrounding area

Dennison, Dundas, Randolph Leverage community resources

Page 22: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Measuring Success Product Success

Revenue Price Success

Monitor Price Sensitivity, Discount Packages Place Success

Clinic Front Sign Promotion Success

Online, Community Reputation, and Referrals 

Page 23: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

In Conclusionevaluate

identify

understand

define

educateretainand

reach, how to

environmentpotentialclient base

what they do NOT

Page 24: Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic.

Questions?

Thank You


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