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Blue Ridge Honey Company
Lauren Sellers, Cori Kempshall, Megan Mclendon, Justin Gahring,
Julie Woodward
Goals Expand our distribution network of honey to new
retailers Increase brand awareness of Blue Ridge Honey
Company Improve internet marketing and social media sites Increase sales online, in store, and through retailers
Objectives Expand brand awareness through social media with videos, written updates, pictures, and brochures Increase our followers on various social media sites by 20% in the
first year Expand our distribution network to include organic specialty stores
such as a few Whole foods stores in the Southeastern region Improve in-store sales by 25% by utilizing localized ads to bring in
foot traffic to the store and promoting direct online sales Increase business to business sales to include more local stores in the
southeast and increase shelf space within the established stores
Situation Analysis Macro External
Environment Industry and Competitive
Environment Internal Environment
SWOT Analysis StrengthsWeaknessesOpportunitiesThreats
Market AnalysisTarget MarketingMarket Segmentation
Marketing MixProductsPricePromotionPlacement
Marketing StrategiesMarket PenetrationMarket Development
Bee School Differentiation BRHC are the experts on honey
production Learn to take care of your own
bees Purchase Bee starter kits from
BRHC Learn how vital bees are to the
environment and food supply
Calendar Annual Marketing Plan Calendar Blue Ridge Honey Company
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECAdvertisingOnline ads Smart Ads Smart AdsMobile text adsYellow pagesPrint ads Local Newspaper Ads
Direct MarketingEmail newsletters opt in for emails Inform about the Bee School Direct mailMobile QR codes
CollateralBrochure Create Brocure Reprint with updated Info Reprint Reprint- Holiday brochureSell sheetsPromotional items Free samplesVideo/multimedia Advertise School Video About bees Video about process holiday video
Public RelationsPress releases as needed about Colony Collapse Disorder around the globe or other news Editorials
Social MediaFacebook Use $5 promotion updates weeklyLinkedInTwitterGoogle+Instagram Establish an account Post pictures in tandem with Facebook WebsiteContent/landing pageSEO campaignMobile website
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Budget Type of Advertising Cost Per Year Total Per YearOnline Ads (Pay-per-click) $4,500 2 $9,000Print Ads $200 9 $1,800Email Newsletter $4,000 1 $4,000Brochure $2,000 4 $8,000Video/Multimedia $25,000 1 $25,000Press Releases $6,000 2 $12,000Facebook $5 12 $60Instagram $0 - $0Website Content Optimization $0 - $0
$59,860Total Annual Budget
Annual Advertising Budget
Thank You!
Blue Ridge Honey Company