MAD Fitness Marketing Plan - Confidentiality Agreement The...

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Confidentiality Agreement The undersigned reader acknowledges that the information provided by _______________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.
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Table of Contents Page 1 1.0 Marketing Vision ...................................................................................................................................... 1 1.1 Goals ............................................................................................................................................. 1 1.2 Purpose ......................................................................................................................................... 1 1.3 Picture ........................................................................................................................................... 1 1.4 Gap Dashboard ............................................................................................................................. 1 Table: Gap Dashboard .............................................................................................................. 2 2.0 Ideal Customer ........................................................................................................................................ 2 2.1 Market Needs ................................................................................................................................ 2 2.2 Market Trends ............................................................................................................................... 2 2.3 Market Description ......................................................................................................................... 3 2.3.1 Demographics ................................................................................................................... 3 2.3.2 Psychographics ................................................................................................................. 4 2.3.3 Behaviors .......................................................................................................................... 4 2.3.4 Geographics ..................................................................................................................... 4 2.4 Market Growth ............................................................................................................................... 4 Table: Market Analysis ............................................................................................................... 4 Chart: Market Analysis (Pie) ....................................................................................................... 5 Chart: Market Analysis (CAGR) .................................................................................................. 5 3.0 Remarkable Difference ........................................................................................................................... 5 3.1 Differentiators ................................................................................................................................ 6 3.2 Direct Competition ......................................................................................................................... 6 Table: Competitive Analysis ....................................................................................................... 7 Table: Growth and Share ........................................................................................................... 7 Chart: Competitor by Growth and Share .................................................................................... 8 Chart: Competitor by Growth ...................................................................................................... 8 Chart: Competitor by Price ......................................................................................................... 9 Chart: Competitor by Share ....................................................................................................... 9 3.3 Indirect Competition ....................................................................................................................... 9 3.4 Model Competitors ....................................................................................................................... 10 4.0 Core Strategy ........................................................................................................................................ 10 4.1 Core Message ............................................................................................................................. 10 4.2 Positioning Goal .......................................................................................................................... 10 4.3 Key Strategic Indicators ............................................................................................................... 10 4.4 Core Branding Elements .............................................................................................................. 10 4.4.1 Colors ............................................................................................................................. 10 4.4.2 Logo ................................................................................................................................ 10 4.4.3 Images ............................................................................................................................. 11 4.4.4 Type ................................................................................................................................ 11 5.0 Product/Service Innovation .................................................................................................................... 11 5.1 Hourglass Strategy ...................................................................................................................... 11 5.2 Price Rationale ............................................................................................................................ 11 6.0 Marketing Materials ............................................................................................................................... 12 6.1 Marketing Kit ................................................................................................................................ 12 6.2 Marketing Story ........................................................................................................................... 12 6.3 Case Study Plan .......................................................................................................................... 12 6.4 Testimonial Plan .......................................................................................................................... 12 6.5 Multi Media Materials ................................................................................................................... 13 7.0 Web Plan .............................................................................................................................................. 13 7.1 Website Marketing Strategy ......................................................................................................... 13 7.2 Website Function ......................................................................................................................... 13 7.2.1 Domain Name and Hosting .............................................................................................. 13 7.2.2 Website Content ............................................................................................................. 13 7.2.3 Website Layout and Pages ............................................................................................. 14
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Table of Contents Page 2 7.2.4 Keeping it Fresh .............................................................................................................. 14 7.2.5 Design Elements ............................................................................................................. 14 7.2.6 Website Builder ............................................................................................................... 14 Table: Web Development Milestones ....................................................................................... 14 Chart: Web Development Milestones ....................................................................................... 15 7.3 Search Engine Strategy ............................................................................................................... 15 7.3.1 Local Search ................................................................................................................... 15 7.4 Social Media Plan ........................................................................................................................ 15 7.4.1 Lead Capture Strategy .................................................................................................... 16 7.4.2 Web Links and Partners .................................................................................................. 16 7.4.3 Social Networking ............................................................................................................ 16 8.0 Lead Generation Plan ........................................................................................................................... 16 8.1 Advertising ................................................................................................................................... 16 Table: Pay-Per-Click ROAS ..................................................................................................... 17 Table: Advertising Milestones .................................................................................................. 17 Chart: Advertising Milestones ................................................................................................... 17 8.2 Public Relations ........................................................................................................................... 17 8.2.1 Media List ........................................................................................................................ 17 Table: PR Milestones ............................................................................................................... 18 Chart: PR Milestones ............................................................................................................... 18 8.3 Referrals ...................................................................................................................................... 18 8.4 Email and Direct Mail ................................................................................................................... 19 Table: Email and Direct Mail Milestones ................................................................................... 19 Chart: Email and Direct Mail Milestones ................................................................................... 20 8.4.1 Mailing List Source .......................................................................................................... 20 8.5 Lead Generation Tracking Plan ................................................................................................... 20 9.0 Lead Conversion Plan ........................................................................................................................... 20 9.1 Sales Strategy ............................................................................................................................. 21 9.2 Sales Process .............................................................................................................................. 21 9.2.1 Qualify ............................................................................................................................. 21 9.2.2 Pitch ................................................................................................................................ 21 9.2.3 Develop ........................................................................................................................... 21 9.2.4 Transaction ..................................................................................................................... 22 9.2.5 Follow-up ........................................................................................................................ 22 9.3 CRM Plan .................................................................................................................................... 23 10.0 Service Experience ............................................................................................................................. 23 10.1 Community Building Plan ........................................................................................................... 24 10.2 Loyalty Product/Service Offerings ............................................................................................. 24 10.3 Customer Retention ................................................................................................................... 24 11.0 Marketing Calendar ............................................................................................................................. 24 11.1 Monthly ...................................................................................................................................... 24 Table: Milestones ..................................................................................................................... 25 12.0 Critical Numbers .................................................................................................................................. 26 12.1 Sales Forecast .......................................................................................................................... 26 Table: Sales Forecast .............................................................................................................. 26 Chart: Sales Monthly ................................................................................................................ 26 Chart: Sales by Year ................................................................................................................ 27 12.2 Marketing Expense Budget ........................................................................................................
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