The purpose of AEU's marketing plan is to serve as a guide for the organization.
The following areas will be monitored to gauge performance:
- Revenue: monthly and annual.
- Expenses: monthly and annual.
- Repeat business.
- Customer satisfaction.
Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.
| Milestones |
| | | | | | |
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2001 | 2/1/2001 | $0 | Loren | Marketing |
| Direct mail campaign | 1/1/2001 | 1/1/2002 | $1,200 | Loren | Marketing |
| Advertising flood campaign #1 | 2/1/2001 | 3/1/2001 | $5,000 | Loren | Marketing |
| Advertising flood campaign #2 | 4/1/2001 | 5/1/2001 | $5,000 | Loren | Marketing |
| Advertising flood campaign #3 | 6/1/2001 | 7/1/2001 | $5,000 | Loren | Marketing |
| Advertising flood campaign #4 | 7/1/2001 | 8/1/2001 | $5,000 | Loren | Marketing |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Other | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Total Advertising Budget | | | $21,200 | | |
| PR | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total PR Budget | | | $0 | | |
| Direct Marketing | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Direct Marketing Budget | | | $0 | | |
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Web Development Budget | | | $0 | | |
| Other | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Other Budget | | | $0 | | |
| Totals | | | $21,200 | | |
Contingency Planning
Difficulties and risks:
- Problems generating visibility.
- An entry to the high-end hard adventure market.
- Difficulty securing high quality staff.
- A slump in the economy.
Worst case risks may include:
- Determining that the business cannot support itself on an ongoing basis.
- Having to liquidate assets to cover liabilities.
