knock on wood communications & events marketing plan - term project
TRANSCRIPT
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Marketing Plan
Karen WoodBrittney GillatelyLaura ThorsellKaren Tremblay
Chinmay GodboleSarvanshu AhluwaliaArvind SharmaAzhar Kapdi
Re - E n e r g i z e t h e KO W P R M a r ke t i n g S t r a t e g y
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PROFILE
Founder, President
20+ Years of Experience
Nominated twice as finalist for Business Women of the Year
Strong Professional Network Karen Wood
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MISSION
The Knock on Wood mission is to identify and capture new waves of opportunity for clients and achieve maximum promotional impact with:• Publicity and public relations• Events planning and management• Advertising creative and media buying• Marketing strategy planning and execution.
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VISION
“To be the leading company in marketing communications and events management to
organisations by strategically providing exemplary services that creates a remarkable
customer experience.”
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MARKETING MIX
Product
Price
Promotion
Place
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CORE PROMBLEM
Acquisition of New Clients
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SITUATIONALANALYSIS
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ENVIRONMENTAL SCAN
ECONOMICThere was more than $2.4 billion in Venture Capital Investment in Canada last year. (http://www.ic.gc.ca/eic/site/061.nsf/eng/h_02940.html)
SOCIAL The population of Ottawa comprises of 28.4% Canadians and rest comprising of immigrants or non residents. (https://en.wikipedia.org/wiki/Demographics_of_Ottawa)
The population of Canada comprises of 32.16% Canadians. (https://en.wikipedia.org/wiki/Demographics_of_Canada)
TECHNOLOGICALAs of 2015 there are 18.9 million active users on social media in Canada and by the end of 2018 there would be 20.4 million users.(http://www.statista.com/statistics/260710/number-of-social-network-users-in-canada/)
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SWOT ANALYSIS
• Experience• Network Connections• Diversity in Work
portfolio
• Untapped Potential Market
• Boom in Ottawa based start up’s
• Limited resources• Not up to date with
technological trends
• Fast Growing Competitive Market
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CUSTOMER TARGETING
Entertainment Events
Real Estate
Associations
Hospitality Retail
Fundraising
Healthcare/Charity
Festivals
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KEY COMPETITOR ANALYSIS
5 Services :• Events• Concierge• Design• Social Media• Weddings
SOCIAL MEDIA
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KEY ISSUES AND CRITICAL SUCCESS FACTORS
KEY ISSUES Lack of Resources
CRITICAL SUCCESS FACTORSLeverage Existing NetworkLeverage Additional Resources
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MARKETING OBJECTIVE
Increase customer base for KOWPR
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MARKETING STRATEGIES Leverage existing networks Promote KOWPR to new customers Increase the Corporate Social Responsibility
(CSR) profile/activities
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MARKETING TACTICS
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MARKETING TACTICS
<Website Development/>
HTML 5 Responsive Design
Minimalistic Design SEO Optimized Blog New = Re-Branding Old Image Rich Client Case studies
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MARKETING TACTICS
Social Media Increase Interactions Partner Amplification Share Images SYNC Blogposts Promotions
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MARKETING TACTICS
Inbound Marketing
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MARKETING TACTICS
eCRM Integration Manage Customer Relationship Automation Less Efforts
Hubspot Insightly ZOHO CRM
Price $200/Month Free or Paid Free or Paid
Integration Difficult Easy Moderate
Features 9/10 5/10 7/10
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MARKETING TACTICS
Collaborate with Freelancers
Focus on Startups
Increase Corporate Social Responsibility(CSR) Profile
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INTEGRATED MARKETING COMMUNICATIONS PLAN
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IMC PLAN
Interactive Plan
Say it out loud (Customer Stories)
Check your checklist
Skill Tester
Starting a start-up community
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IMC PLAN
Sales Promotion Plan
Product Bundling
Discounts
Free Consultancy
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IMC PLAN
Public Relations
Community Projects
Corporate Social Responsibility
Newsletters
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IMC PLANCalendar of Events
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MEASUREMENT
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MEASUREMENT PLAN
WEBSITE TRAFFIC
SOCIAL MEDIA REACH
CRM ENGAGEMENT
NEW CUSTOMER ACQUISITION
NET REVENUE
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PAID ONLINE PROMOTIONS
INVEST IN DEDICATED RESOURCES
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