Orti's Organic Bakery
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The marketing calendar is set in advance by the owner, Orti Franklin. Monthly marketing themes will focus the efforts on different aspects of the marketing work each month so that all elements are considered seriously and developed every year.
Milestones refer to the developmental activities during the four months prior to the business launch on January 1, 2011.
On a daily basis, the owner will devote the hours of 1 pm to 3 pm to marketing activities. Of this time, at least 10 hours per month will be devoted to the marketing theme. The rest of the time will be spent on development of the e-newsletter, creation of promotions, business referral marketing/business development, monthly employee workshops, and other ongoing activities that are not administered by the staff.
On a weekly basis, the sales and marketing critical numbers (actual sales versus forecast, actual marketing expenses versus forecasted, and key marketing metrics) will be reviewed by the owner. This will occur every Monday, with a report generated from the previous week.
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|1||Orti's Organic Bakery Club brainstorming and development|
|2||Online advertising development|
|3||Business referral program|
|4||Print advertising development|
|6||Customer referral program|
|7||Marketing training development|
|9||Alternative advertising development (i.e. mass transit posters)|
|Advertising||Start Date||End Date||Budget||Manager||Executed By|
|Print advertising development||9/1/2010||10/1/2010||$2,500||OF||Marketing firm|
|Print advertising purchased||10/1/2010||10/15/2010||$5,000||OF||OF|
|Poster advertising development||9/1/2010||10/1/2010||$2,500||OF||Marketing firm|
|Poster advertising purchased||10/1/2010||10/15/2010||$5,000||OF||OF|
|Total Advertising Budget||$15,000|
|PR||Start Date||End Date||Budget||Manager||Executed By|
|Choose and hire PR agent||8/15/2010||9/15/2010||$0||OF||OF|
|Write initial press release||9/15/2010||10/1/2010||$1,000||OF||PR agent|
|Send press release||11/1/2010||11/15/2010||$500||OF||PR agent|
|Total PR Budget||$1,500|
|Referral Marketing||Start Date||End Date||Budget||Manager||Executed By|
|Create target list of businesses||11/1/2010||11/15/2010||$0||OF||OF|
|Design business brochure||10/15/2010||11/15/2010||$1,000||OF||Marketing firm|
|Print business brochures||11/15/2010||12/1/2010||$1,500||OF||Marketing firm|
|Send brochures and contact businesses||12/1/2010||12/31/2010||$250||OF||OF|
|Print customer referral business cards||12/1/2010||12/31/2010||$1,000||OF||Marketing firm|
|Total Referral Marketing Budget||$3,750|
|Web Development||Start Date||End Date||Budget||Manager||Executed By|
|Website development||9/1/2010||11/1/2010||$10,000||OF||Marketing firm|
|Facebook Page development||10/1/2010||11/1/2010||$2,000||OF||Marketing firm|
|Adwords campaign development||11/1/2010||11/15/2010||$1,500||OF||Marketing firm|
|Website goes live||11/1/2010||11/1/2010||$0||OF||Marketing firm|
|Total Web Development Budget||$13,500|
|Other||Start Date||End Date||Budget||Manager||Executed By|
|Design employee orientation||9/1/2010||10/1/2010||$0||OF||OF|
|Design logo and core branding elements||9/1/2010||9/15/2010||$2,000||OF||Marketing firm|
|Design and purchase signage||11/1/2010||11/15/2010||$3,000||OF||Marketing firm|
|Design and purchase business cards||11/1/2010||12/1/2010||$1,000||OF||Marketing firm|
|Total Other Budget||$6,000|
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