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Education Marketing Plan
Allendale Language School
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Marketing Calendar
On a daily basis, Monday to Friday, the CEO of Allendale Business School will devote 8 - 9 AM to review of and implementation of marketing activities. During 2010, the first year of this plan's implementation, additional time beyond this hour per day will be required to manage the activities described on the Milestones chart. After this year of redevelopment, the monthly marketing themes on the Monthly chart will be used to focus each month's marketing. At least 10 hours per month should be spent on the month's marketing theme.
On a weekly basis, the CEO will review a lead and conversion report created by the sales representative to identify what marketing activities are leading to success.
After the third year, there may be a need to hire a Marketing Director to continue the company's marketing growth as the company moves into new markets. At that point this management will be taken on by the Marketing Director, and the CEO will further limit the time she spends on marketing management.
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11.1 Monthly
| Months | Marketing Theme |
| 1 | Website |
| 2 | Advertising |
| 3 | Customer Referral Program |
| 4 | Customer Satisfaction Surveys and Analysis |
| 5 | Newsletters |
| 6 | Seminars |
| 7 | PR efforts |
| 8 | Business Referral Program |
| 9 | Marketing Training |
| 10 | Facebook Page |
| 11 | Testimonials |
| 12 | Annual Reviews and Planning |
Milestones
| Milestones | |||||
| Advertising | Start Date | End Date | Budget | Manager | Implemented By |
| New Flyer Campaign | 4/1/2010 | 5/31/2010 | $1,000 | CEO | Marketing firm |
| Brand Relaunch Print Ads | 5/1/2010 | 5/31/2010 | $2,000 | CEO | Marketing firm |
| Online Ad Campaign Revise | 3/1/2010 | 5/1/2010 | $0 | CEO | Sales Rep |
| Total Advertising Budget | $3,000 | ||||
| Referral Programs | Start Date | End Date | Budget | Manager | Implemented By |
| Design Marketing Kits | 5/1/2010 | 5/15/2010 | $2,000 | CEO | Marketing firm |
| Print Marketing Kits | 5/15/2010 | 5/31/2010 | $1,000 | CEO | Marketing firm |
| Identify Business Targets | 5/1/2010 | 5/15/2010 | $250 | CEO | Sales Rep |
| Send Direct Mail to Businesses | 6/1/2010 | 6/15/2010 | $500 | CEO | Sales Rep |
| Set Appointments with Businesses | 6/15/2010 | 7/15/2010 | $0 | CEO | Sales Rep |
| Total Referral Programs Budget | $3,750 | ||||
| Branding | Start Date | End Date | Budget | Manager | Implemented By |
| Logo and Brand Development | 1/1/2010 | 3/1/2010 | $2,000 | CEO | Marketing firm |
| Slogan Development | 2/1/2010 | 3/1/2010 | $500 | CEO | Marketing firm |
| Marketing Material Redesign | 3/1/2010 | 5/1/2010 | $1,000 | CEO | Marketing firm |
| Marketing Material Reprint | 5/1/2010 | 5/31/2010 | $2,000 | CEO | Marketing firm |
| Create Teacher Jackets | 5/1/2010 | 5/31/2010 | $1,000 | CEO | Marketing firm |
| Total Branding Budget | $6,500 | ||||
| Web Development | Start Date | End Date | Budget | Manager | Implemented By |
| Website Form Redesign and Launch | 5/1/2010 | 5/31/2010 | $10,000 | CEO | Marketing firm |
| Facebook Page Design | 6/1/2010 | 6/30/2010 | $0 | CEO | Sales Rep |
| Total Web Development Budget | $10,000 | ||||
| Customer Satisfaction | Start Date | End Date | Budget | Manager | Implemented By |
| Write Satisfaction Surveys | 2/1/2010 | 3/1/2010 | $0 | CEO | Customer Service Rep |
| Develop Database | 3/1/2010 | 5/1/2010 | $5,000 | CEO | Programmer |
| Administer First Survey | 7/1/2010 | 7/7/2010 | $100 | Customer Serive Rep | Teachers |
| Analyze Survey Data | 7/7/2010 | 7/15/2010 | $0 | Customer Service Rep | Customer Service Rep |
| Total Customer Satisfaction Budget | $5,100 | ||||
| Totals | $28,350 | ||||
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