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This sample marketing plan was written by Elizabeth Walker of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

The new accounting system coupled with data from the CRM system will track leads, cost per lead, conversion, cost per participant, number of transactions per customer and average dollars spent by customer.

Sales Forecast

The sales forecast is based on market research conducted in the summer which revealed the following results:

  • Corporate clients rate the College's service 8 out of 10 or higher and have a very high intent to re-purchase courses
  • Small business owners rated the proposed business and marketing courses and associated pricing as very competitive and valuable
  • Approximately 30% of respondents said they would definitely buy from us with in 12 months if there were better communication about offerings
  • We have very limited competition in our trading area
  • The new graphics and creative have performed exceptionally well in testing

Sales Forecast

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Sales Forecast
FY 2009 FY 2010 FY 2011
Sales
Sales $1,500,000 $2,000,000 $2,200,000
Other $0
Total Sales $1,500,000 $2,000,000 $2,200,000
Direct Cost of Sales FY 2009 FY 2010 FY 2011
Costs $750,000 $900,000 $990,000
Other $0 $0 $0
Subtotal Direct Cost of Sales $750,000 $900,000 $990,000

Marketing Expense Budget

Our goal is to keep marketing expenses to 10% or lower as we move forward. This is because so much of our volume depends on direct sales efforts.

The largest expense item is media support, broken down into corporate or branding support in Year One as we relaunch, with a focus on advertising to support individual programs only in subsequent years. Advertising will drive web traffic and direct enquiries to a toll-free number.

Marketing Expense Budget

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Marketing Expense Budget
FY 2009 FY 2010 FY 2011
Web site, article marketing, blogging, social mktg $33,200 $15,000 $15,000
Newsletter $7,500 $7,500 $7,500
Advertising including media $120,000 $150,000 $150,000
SaaS solutions $4,800 $4,800 $4,800
Marketing Kit $8,000 $5,000 $4,000
------------ ------------ ------------
Total Sales and Marketing Expenses $173,500 $182,300 $181,300
Percent of Sales 11.57% 9.12% 8.24%

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