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By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi. Situation Analysis Price. Product. Current Hold of Market Share. Online Presence. Brand Awareness. Target Market. CEOs, Presidents, and Business Owners in Wisconsin and Michigan - PowerPoint PPT Presentation
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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