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On a daily basis, the CEO will engage in at least one marketing activity. Examples include contacting or having breakfast with a potential referral partner, updating resources on the website, sending an email newsletter, or revising the print or flyer advertising. The CEO will spend 8:30 - 9:30 am on marketing, 6 days a week (the store opens at 10 am).
On a weekly basis, the CEO will review the website's analytics and Google Adwords results in order to adjust the keyword campaign and website content based on what points are attracting and losing customers.
On a monthly basis, the CEO will focus on the marketing initiative of the month, as determined by the monthly theme. An average of 20 hours per month will be devoted to this work so that the major marketing initiatives are continually revised and revisited. The CEO will review the Gap Dashboard at the end of each month.
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|1||A cappella group sponsorship contest|
|2||Website strategy revisit|
|3||Referral partner push|
|6||Radio strategy revisit|
|7||Email newsletter redesign|
|9||Print ad strategy revisit|
|10||Membership program improvement|
|Advertising||Start Date||End Date||Budget||Manager||Executed By|
|Print ad design||4/1/2010||4/15/2010||$200||CEO||Student designer|
|Radio ad design, recording||4/1/2010||4/15/2010||$500||CEO||CEO, student engineer|
|Flyer design||4/1/2010||4/15/2010||$100||CEO||Student designer|
|Pre-launch advertising runs||4/15/2010||4/30/2010||$0||CEO||CEO|
|Total Advertising Budget||$800|
|PR||Start Date||End Date||Budget||Manager||Executed By|
|Write launch press release||3/15/2010||4/1/2010||$200||CEO||Student writer|
|Submit press release||4/1/2010||4/15/2010||$25||CEO||CEO|
|Total PR Budget||$225|
|Referral Marketing||Start Date||End Date||Budget||Manager||Executed By|
|Create referral partner shortlist||3/15/2010||3/31/2010||$0||CEO||CEO|
|Design marketing kit||3/15/2010||3/31/2010||$0||CEO||CEO|
|Print marketing kit||4/1/2010||4/15/2010||$0||CEO||CEO|
|Contact potential referral partners/visit||4/15/2010||4/30/2010||$0||CEO||CEO|
|Total Referral Marketing Budget||$0|
|Web Development||Start Date||End Date||Budget||Manager||Executed By|
|Assemble initial resource content||3/15/2010||3/31/2010||$0||CEO||CEO|
|Website design||4/1/2010||4/15/2010||$500||CEO||Student designer|
|Newsletter template design||5/1/2010||5/15/2010||$200||CEO||Student designer|
|Create Facebook Page||4/1/2010||4/15/2010||$200||CEO||Student designer|
|Total Web Development Budget||$900|
|Other||Start Date||End Date||Budget||Manager||Executed By|
|Logo design||3/15/2010||4/1/2010||$500||CEO||Student designer|
|Design/print store signage||4/1/2010||4/15/2010||$1,000||CEO||Student designer, CEO|
|Total Other Budget||$1,500|
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