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
PROFILE
Founder, President
20+ Years of Experience
Nominated twice as finalist for Business Women of the Year
Strong Professional Network Karen Wood
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.
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.”
MARKETING MIX
Product
Price
Promotion
Place
CORE PROMBLEM
Acquisition of New Clients
SITUATIONALANALYSIS
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/)
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
CUSTOMER TARGETING
Entertainment Events
Real Estate
Associations
Hospitality Retail
Fundraising
Healthcare/Charity
Festivals
KEY COMPETITOR ANALYSIS
5 Services :• Events• Concierge• Design• Social Media• Weddings
SOCIAL MEDIA
KEY ISSUES AND CRITICAL SUCCESS FACTORS
KEY ISSUES Lack of Resources
CRITICAL SUCCESS FACTORSLeverage Existing NetworkLeverage Additional Resources
MARKETING OBJECTIVE
Increase customer base for KOWPR
MARKETING STRATEGIES Leverage existing networks Promote KOWPR to new customers Increase the Corporate Social Responsibility
(CSR) profile/activities
MARKETING TACTICS
MARKETING TACTICS
<Website Development/>
HTML 5 Responsive Design
Minimalistic Design SEO Optimized Blog New = Re-Branding Old Image Rich Client Case studies
MARKETING TACTICS
Social Media Increase Interactions Partner Amplification Share Images SYNC Blogposts Promotions
MARKETING TACTICS
Inbound Marketing
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
MARKETING TACTICS
Collaborate with Freelancers
Focus on Startups
Increase Corporate Social Responsibility(CSR) Profile
INTEGRATED MARKETING COMMUNICATIONS PLAN
IMC PLAN
Interactive Plan
Say it out loud (Customer Stories)
Check your checklist
Skill Tester
Starting a start-up community
IMC PLAN
Sales Promotion Plan
Product Bundling
Discounts
Free Consultancy
IMC PLAN
Public Relations
Community Projects
Corporate Social Responsibility
Newsletters
IMC PLANCalendar of Events
MEASUREMENT
MEASUREMENT PLAN
WEBSITE TRAFFIC
SOCIAL MEDIA REACH
CRM ENGAGEMENT
NEW CUSTOMER ACQUISITION
NET REVENUE
PAID ONLINE PROMOTIONS
INVEST IN DEDICATED RESOURCES