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

Leads for Orti's Organic Bakery will be generated through the following means:

  • Customer referrals to other customers via a business card promotion at checkout
  • Business referrals from area businesses via a six month introductory promotion marketed directly to these companies
  • Online advertising at www.wildertoday.com, a Wilder news website, and via local pay-per-click advertising on Google Adwords
  • Print advertising in the Union Station monthly newsletter, regularly in the Wilder Times alternative newspaper, and periodically in the Wilder Post-Dispatch
  • Alternative advertising through posters on Metro buses and trains which serve Union Station

8.1 Advertising

Media Tracking Kits Requested

Advertising Medium

Contact Name

Contact #

Distribution

Cost/Ad

Total CPM

Union Station newsletter

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Metrolink trains

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Metro buses

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Wildertoday.com

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Wilder Times (alternative paper)

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Wilder Post-Dispatch

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Google Adwords

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8.2 Referrals

Customer Referrals:

Orti's Organic Bakery will have business cards available at the counter which offer a free baked good with any purchase on the back. The checkout clerk will encourage the customer to pass this business card on to someone else so that they can redeem it for the free baked good. Some may choose to use it for themselves, but it is hoped that many will give it to someone else, as they will be told that is the purpose of the card.

Business Referrals:

Orti's Organic Bakery will seek referrals from Union Station area businesses who share its environmentally-conscious mission. These include "green" firms and environmental consultants. Orti's Organic Bakery will offer a six month promotion to individuals from these firms (when they show ID) which grants them Orti's Organic Bakery Club deals without having to sign up for the Club. We hope that these firms will pass on the information about this deal to their employees, as it is in keeping with their own mission and an additional perk they can offer to their staff.

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