The purpose of ICF'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 |
| Marketing plan completion | 1/1/2001 | 2/1/2001 | $0 |
| Advertising campaign #1 | 1/1/2001 | 4/31/01 | $1,800 |
| Advertising campaign #2 | 9/1/2001 | 12/31/2001 | $2,100 |
| Total Advertising Budget | | | $3,900 |
| PR | Start Date | End Date | Budget |
| Strategic alliance #1 | 1/1/2001 | 4/31/01 | $1,200 |
| Strategic alliance campaign #2 | 9/1/2001 | 12/31/2001 | $1,800 |
| Total PR Budget | | | $3,000 |
| Direct Marketing | Start Date | End Date | Budget |
| Other | | | $0 |
| Other | | | $0 |
| Total Direct Marketing Budget | | | $0 |
| Web Development | Start Date | End Date | Budget |
| Other | | | $0 |
| Other | | | $0 |
| Total Web Development Budget | | | $0 |
| Other | Start Date | End Date | Budget |
| Other | | | $0 |
| Other | | | $0 |
| Total Other Budget | | | $0 |
| Totals | | | $6,900 |
Marketing Organization
Janet Sinemma will be responsible for all of the marketing activities that ICF will undertake.
Contingency Planning
Difficulties and risks:
- Problems generating sufficient visibility.
- An overly aggressive entry into the artsy market by the corporate giants.
- Significant increases in costs for having to carry both VHS and DVD formats.
Worst case risks include:
- Determining that the business cannot reach profitability.
- Having to liquidate equipment to cover liabilities.
