By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi

By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi

Situation Analysis Price

Product Programs TEC Strategic

Coach TAB MMAC Focal Point

Group Meetings X X X X  One-on-one meetings

X X X X X

Speakers and Resource Specialists

X X     X

Senior Managers’ Program

X X      

Special Events & Interest Meetings

X     X X

Inspirational Leadership

X   X   X

Associate Program

X        

Next Generation X        Women’s Leadership Group

X        

Direct Report Coaching

    X X X

Business Vantage     X   XInternational Networks

      X  

Social Media Services

X       X

Benchmark Reports

        X

Current Hold of Market Share

Online Presence

Brand Awareness

Target Market

CEOs, Presidents, and Business Owners in Wisconsin and Michigan

Companies with $3 million or more in annual sales

Companies with 25 or more employees

Key Issues/Opportunities

Poor Online Presence

Low Brand Awareness

Low Market Penetration

Unstable Member Retention

Marketing Objectives

Increase Online Presence

Increase Brand Awareness

Increase Market Penetration

Stabilize Member Retention Rates

Listing of Tactics

Change Brand Name

Improve Search Engine Visibility

Attend Trade Shows

Recruit Industry Leaders

Multi-year Signing

Prepare New Members

Change Brand Name

Take away the acronym because it is misleading

Keep company name as The Executive Committee

Register at U.S. Patent and Trademark Office’s Web site

Check Trademark Electronic Search System database

Improve Search Engine Visibility Pay Per Click, Google Adwords, and Search Engine Optimization direct traffic to the TEC online website

Expenses are based off biding on Google Adwords

Attend Trade Shows Best way to accelerate product/service into new markets

Suggested tradeshows provide an opportunity to have Face to face interactions with business owners, presidents, and CEO’s (target market)

Great way to find qualified leads for personal follow-ups and eventually recruiting

Recruit Industry Leaders Look to competitors to see where they stand

Industry leaders offer as a big attractor for smaller companies in an industry

Have industry leaders endorse TEC

Increase brand awareness and market penetration

Multi-year SigningOffer 1, 3, or 5 year plans with increasing discounts as an incentive to have long term signings.

Increase retention rate.

Prepare New Members Take time to explain benefits and struggles clients may face

Do not search for the right customer, provide customers the opportunity to succeed with TEC.

Offer a class for all new members to prepare them so they can get the most out of TEC

Budget/Timetables Tactic Budget Time Tables

Attend Trade Shows (The Franchise & Business Opportunities Expo: Milwaukee/Inbound Experience)

$50-4,000/N/A March 14-15 2014/January 9 2014

Multi-Year Signings 1-year: 5% discount on the year3-5-year: 7.5% discount per year

Offer to existing and new members.

Increase search engine visibility Pay Per Click: $50 – 500,000Companies can determine cost when assessing how much they are willing to pay vs. visibility. Charged each time ad is clicked

N/A

Change Brand Name $275 – 325 to change name N/A

AppendixA. Screen shot of a Google search for “TEC”

B. Survey on brand awareness

Location (small/mid-size cities in WI)

Number of Companies

Responded with “YES”

Wausau 2 NoBrookfield 1 NoBeloit 1 NoStevens Point 1 NoSussex 1 NoJohnsonville 1 NoSheboygan 1 NoPlymouth 2 NoNew Holstein 1 NoPleasant Prairie 3 1 YesSturgeon Bay 1 NoCudahy 1 NoWisconsin Rapids 1 NoOshkosh 1 NoEau Claire 2 NoAppleton 1 NoCedarburg 2 NoGrafton 2 No

C. Heat map of companies in Wisconsin and Michigan