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This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Local Threads will generate leads for customers through the following means:

  • Radio advertising on Redwood City College radio - Ads will focus on the informative Local Threads website and explain the remarkable difference of Local Threads
  • Print advertising in the Redwood City Gazette - Ads will focus on the informative Local Threads website and the remarkable difference of Local Threads
  • Flyer advertising on the Redwood City College Campus - Featuring images of new clothing items, especially those produced by college students
  • Google ads for keywords such as "local clothing store," "American-made clothing," "green clothing," etc.
  • Website visitors from Facebook page, online listings and databases of Northern California green businesses
  • College students who learn of Local Threads through its sponsorship of a college a cappella group - During the first few weeks of the school year, Local Threads will advertise to the college a cappella groups that it will provide free uniforms to the winner of a drawing between all of the groups which apply. The contest itself will raise awareness of Local Threads, as will the group, which will be required to mention its sponsorship by Local Threads in all programs and on their website for the year.
  • Referrals from the "Well Dressed" membership program - The program will offer 10% off all purchases during a visit where a member brings at least four guests with him or her to the store.
  • Referrals from complementary local businesses

8.1 Advertising

Advertising Channels

Advertising Medium

Contact Name

Contact #

Distribution

Cost/Ad

Total CPM

WRCR - Redwood City College Radio removed removed removed removed removed
Redwood City College Gazette removed removed removed removed removed
Northern California Green Business Database removed removed removed removed removed
Google Adwords Local removed removed removed removed removed

8.2 Referrals

Local Threads will encourage referrals through its loyalty program - Local Threads "Well Dressed" program - which encourages its members to bring multiple friends, family members, or colleagues with them on shopping outings to Local Threads. When a member brings at least four guests to Local Threads, both the member and the guests receive 10% off listed prices. Both the referrer and the referred customers are incentivized in this scheme, and the referred customers are encouraged to join the program themselves.

Professional referrals may be shared with other local or green businesses which sell non-competing items. For example, green crafts stores, cafés/restaurants, and beauty shops. Local Threads will promote these other businesses through its website and ask for the other business to do the same. Local Threads will give 10% off coupons to be given out to customers at these referring businesses and offer to distribute similar offers to Local Threads customers as well at the time of check-out. The hope is that these other businesses serving a similar target market will create mutually beneficial word of mouth.

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