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This sample marketing plan was created with Marketing Plan Pro software.

The focus of this marketing plan is to initiate action that will generate additional revenues for Franklin & Moore and better position us for the future. These marketing challenges exist:

  • We offer intangible "products."
  • Our clients evaluate our capabilities based on things they see and hear.
  • Marketing is not well understood or received within our profession.

Putting our marketing plan into action through the use of professional and credible techniques is what it is all about.


We will maintain our focus with brief milestones meetings every month, making sure each partner understands his or her responsibility for maintaining our image, improve customer relations management, and increasing billable hours.

ROI Calculator

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Return On Investment (ROI)
 NewspaperLocal TradeOnlineChannel 4
Campaign Details    
Total Impressions600,0001,000,000500,0000
Total Program Cost$30,000.00$250,000.00$40,000.00$0.00
Response Rate2.00%2.00%2.00%0.00%
Conversion Rate0.50%1.00%0.50%0.00%
Average Customer Purchase$1,500.00$3,000.00$2,000.00$0.00
Total Responders12,00020,00010,0000
Total Buyers60200500
Revenue Generated$90,000.00$600,000.00$100,000.00$0.00
Cost per Response$2.50$12.50$4.00$0.00
Cost per Sale$500.00$1,250.00$800.00$0.00
Total Campaign Profit$60,000.00$350,000.00$60,000.00$0.00
Marketing ROI200.00%140.00%150.00%0.00%

Customer Lifetime Value

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Customer Lifetime Value
Customer Purchase Forecast: 
Average Customer Lifetime (years):6
Average number of purchases per year:3
Average purchase value:$1,500.00
Average Gross Margin %:40%
Gross Margin per purchase$600.00
Total Customer Purchases: $10,800.00
Customer Acquisition Costs: 
Cost of marketing to a potential customer:$50.00
Average conversion rate:6%
Subtotal Cost of attracting customer:$833.33
Other one-off costs for first-time customers:$0.00
Total Customer Acquisition Costs:$833.33
Unadjusted Customer Lifetime Value:$9,966.67
Adjusted Customer Lifetime Value: 
Discount Rate:0%
Net Present Value of Customer Lifetime Value:$9,966.67

Keys to Success

  • Continue to leverage the in-house computer system to keep efficiencies high and costs, specifically payroll, to a minimum.
  • Further develop areas of specialization to attract and retain key clients.
  • Continue to develop client referrals from individuals and business contacts.
  • Marketing training to develop networking and other marketing skills within the professional staff.

Market Research

We will continue to subscribe to Southern California Research Institute to better understand demographic and psychographic data for our region. Additional research will involve tracking competitive activities, gathering data on key business clients and their industries, and watching the evolution of software and its impact on our industry.

Contingency Planning

These are the most likely changes in the marketing plan:

Industry or economic downturns - At this time, the targeted industries are experiencing solid growth in our area. If industry growth does not occur, we will re-examine our select industries and/or activities and change our focus and direction.

Loss of key resources - Losing key individuals in the firm could result in lost accounts or lost areas of expertise. We need to review our "Stage 2" strategy if any person in the firm should not be able to perform their function.

Online tax services - Competition from any geographic location may emerge from online services conducted by larger and better funded firms.

Tax law changes - Simplification of tax laws is unlikely, but will demand that we would take a "big picture" assessment of the firm's position, due to the significant overhead commitments that we have made.

CRM Plans

We have a CRM software in place to track all of our customers which also integrates with our billing and accounting system. Our current system, allows us to store contact information, account history, and additional notes added to our customer by employees at our company. We can also tag a customer with a "category" to help us better serve that customer with appropriate information. This system allows us to easily send out direct mail brochures with financial planning information to our personal finance customers vs. sending out direct mailers with business content to our business clients.

Sales Forecast

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Sales Breakdown by Partner

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Sales Breakdown by Segment

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Sales Breakdown by Specialization

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Marketing Expense Budget

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Expense Breakdown by Partner

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Expense Breakdown by Segment

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Expense Breakdown by Specialization

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Contribution Margin

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