< Home   < Sample Marketing Plans

Page   1   2   3   4   5  

This sample marketing plan was created with Marketing Plan Pro software.

Corporate Retreat Professionals will be aggressively courting companies to win future contracts. CRP will offer a superior service at a lower cost due to specialization. By concentrating on a few specific services, CRP will become proficient at these services and perform the services better than someone without the same level of expertise.

CRP will increase company visibility through a website, local Chamber of Commerce networking, and participation in trade shows. The website will be quite detailed and provide a visitor in-depth information about the services CRP offers, the corresponding high level of quality, and the cost savings that can be achieved by using CRP.

CRP will also be quite active in the local Chambers of Commerce in the Seattle metropolitan area. Over the years CRP founder Geoff Junket has come to realize that a lot of business transacts through the Chamber of Commerce or relationships that were started through this organization.

Lastly, CRP will be active in the many trade shows that come through Seattle. The use of trade shows allows members of CRP to make initial contacts with a wide range of businesses that would otherwise be difficult to approach.

Mission

The mission of the Corporate Retreat Professionals is to provide companies with the highest level of event planning. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

  • Increase repeat customers by 7% per quarter.
  • Decrease customer acquisition costs by 8% per year.
  • Generate increased awareness of services offered, quantified by a 2% quarterly increase of unsolicited service requests.

Financial Objectives

  • Profitability by year three.
  • Maintain steady, monthly growth.
  • Decrease training and production costs.

Target Markets

CRP is providing services to corporate customers only. We will not be going after the "social event market" which is an alternative market niche within the event planning industy.

The corporate customer is a company that contracts with CRP to plan and typically host an event for the company. Corporations will be turning to CRP to plan the events because:

  1. It is cost efficient for a third party to plan the event. This is the case because the third party only does event planning so they can plan and host the event more efficiently.
  2. The company does not have additional people who can be taken away from their daily jobs, nor time to invest in an infrequent event.

Our event planning services for corporate retreats will typically be utilized by larger corporations. A larger company can be generally defined as one with more than 40 employees. Smaller companies sometimes will utilize this service of ours, however, it is the larger corporations that typically have the budget for this activity.

For our product launch event planning, we will be servicing companies of all different sizes. Typically the companies that use this service will be product based companies, but we will also offer this service to service-based companies who desire to announce a new service that they are offering.

Positioning

CRP will position itself as a niche service event planner serving the Seattle corporate market. The Seattle market will recognize the value that CRP provides with its specialized services. CRP will leverage its competitive edge to achieve the desired positioning.

CRP's competitive edge will be based on two factors, specialization and strategic relationships. CRP will be specializing in two distinct areas of corporate planning. While specializing essentially precludes CRP participating in some other market niches, it allows the company to excel in serving its chosen markets. Additionally, the expert knowledge allows CRP to provide the service as a cost saving to the client company because it can concentrate on improving the current offerings. Improvements that CRP strives for are a reduction in cost charged to the client and an improvement to the level of services offered.

CRP's second competitive edge is based on the use of strategic relationships. Geoff clearly realizes that he and his staff cannot be good at everything. CRP believes it is better to concentrate on a few things, excel in those areas, and form strategic partnerships with companies that excel in the service areas that CRP doesn't. Applying this philosophy, Geoff has decided that in addition to planning corporate retreat training sessions, he wants CRP to offer the service of hosting/ leading these events as well. The service of hosting/ leading however, is quite different than planning and CRP believes that it would be more cost effective to form a strategic relationship with an expert in this field instead of trying to become proficient in-house. CRP then is able to offer a top notch service offering of hosting/ leading the training seminars but does not have to invest heavily in developing the programs.

Strategy Pyramids

The single objective is to position CRP as the premier niche event planner serving the corporate market. The marketing strategy will seek to create customer awareness regarding the services offered, develop the customer base, and work toward building customer loyalty and referrals.

This objective will be communicated using several different methods. This first method will be through the use of CRP's website. The website will be a rich source of information detailing services offered, previous customers, examples of their work, etc. The second method of communication will be through networking with Chambers of Commerce. The networking activities will be important and fruitful as a significant amount of business gets conducted through the Chamber of Commerce. By being an active member of the Chamber as well as networking with other members, a lot of business will be derived from these relationships.

The last method of communication will be through participation at various trade shows. Trade shows are an excellent venue for generating awareness of the company because most or all of the participants at a trade show are there because they are seeking information. Participation at several of the larger trade shows will be an excellent source for contacts at prospective companies.

Marketing Mix

CRP's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

  • Pricing- The pricing scheme will be based on a per project estimate tailored to each customer.
  • Distribution- CRP's service's can be performed throughout the Seattle regional area, determined by the needs of the customer.
  • Advertising and Promotion- Several forms of advertising and promotion will be used including a website, partnerships/ networking with the Chambers of Commerce, and participation at various tradeshows.
  • Customer Service- The company goes about the day-to-day operations with the belief that 100% customer satisfaction is required in order to make the business a success. All levels of the organization have been taught this and practice it.

Marketing Research

The main source of marketing research that CRP used to validate and improve their marketing plan was a comprehensive questionnaire that was administered via email. By using email as the method of delivery CRP was able to to send out far more questionnaires for the same amount of money than if they were to use more traditional, labor intensive methods, and received more responses with a faster response time. 

The questionnaire was comprised of 75 different questions with each question having four possible answers to choose from. The questionnaire was designed to elicit information regarding customer preferences, the different types of outsourced activities companies typically use, as well as to test assumptions held by the founders regarding the perspective market. The survey was constructed by a Statistics graduate student from the University of Washington and was heavily tested to ensure valid, significant, relevant results. A total of 300 questionnaires were sent out with a return rate of 31%. This return rate is far better than a traditional survey. The main factor in this extraordinary return rate is that the participants were friends or acquaintances of the CRP or someone connected to CRP, and the participants were given a heads-up to prepare them for answering the upcoming survey.

Strategic Alliances

Corporate Retreat Professionals will develop a group of strategic alliances to enhance its service offerings. The first two will be:

  • 1st-At-The-Top.com- CRP will depend upon its website for marketing promotion and client proposal development. A clean, easy to navigate website is essential for e-commerce. But first a customer has to find the website. Listings with the large search engine data bases and subsequent placement in search results displays are a mystery to most people. In reality, it requires skilled specialized work to get a website out where customers will find it. CRP will utilize the expert services of 1st-At-The-Top.com Internet and E-commerce Consultants to build their website and position it on the Internet.
  • Innovative Learning Goup- CRP is negotiating with the corporate trainers at Innovative Learning Group to provide the program content and facilitation of the leadership and team training seminars CRP will plan for its corporate clients.

Additional host/presentation/service provider alliances will be built, allowing CRP to offer complete start-to-finish event planning and implentation.

Page   1   2   3   4   5  

Getting ready to create a marketing plan?

Get practical ideas and good models with dozens
of examples of successful marketing plans