Mc Kinney Chicago Advertising agency

Transcription

1 1 Mc Kinney Chicago Advertising agency MARKETING PLAN 2010 Pauline DUGRAVOT Jieyu YANG Adrien TUZA Anthony RIZZATO

2 Mc Kinney Chicago 2 Communication agency. Located in Chicago, Illinois (USA). Created in the 1970 s. Goal in mind: to bring companies and customers together. Member of the American Association of Advertising Agencies (AAAAs) and the Business Marketing Association (BMA). Experience you can trust. Expertise you can rely on. Challenge : Market developement strategy Adapt the service of the organizationof events to a new market: Events for students

3 I. Analysis of the Current Situation Last Year 1. Macro Environmental Analysis EconomicEnvironmentisthe mostinfluential Publicity and communication depends of the economy. 2. Market Analysis High competitive intensity. Attractiveness of the market. Established in different markets Ł lifescience, biotechnology, professional services, information technology, precision manufacturing& supplychainlogistics. 3 Part One: Strategic Planning

4 I. Analysis of the Current Situation Last Year 3. Direct Competitive Analysis Direct competitors Communication, publicity & marketing agencies in the state of Illinois, USA Critical Success Factors of Mc Kinney -Full service agency -Multi tasking -Close to the client -Initiatives of the team -Human-size agency 4 Part One: Strategic Planning

5 I. Analysis of the Current Situation Last Year 4. Market Segmentation Segmentation by needs -Companieswhichdesire«ImputandInsight»service -Companieswhichdesire«Inspiration»service (SeeAppendix) Target Companieswhichwantto improveor to createtheir communication to bemore attractive for customers. 5 Part One: Strategic Planning

6 I. Analysis of the Current Situation Last Year 6 5. Existing Marketing Mix Services Brand: Rather known in Illinois. Quality of service: Great experience & professionalism Marketing distribution channel -Conferences -Seminars - -Telemarketing Price Depends of which kind of service the company needs and how many times it will be necessary to achieve the work. Marketing Communication -Public relations, -Partnerships -Internet website -Press Part One: Strategic Planning

7 I. Analysis of the Current Situation 6. SWOT Analysis Last Year 7 Part One: Strategic Planning

8 I. Analysis of the Current Situation Last Year 7. Positioning Location Market of communication Legend Mc Kinney Direct Competitors of Mc Kinney 8 8. Sources of information Telephonic interview with Anne Smith, Financial Manager, Mc Kinney Chicago & Internet website of the agency. Part One: Strategic Planning

9 II/ Achievable Marketing Objectives - Next Year Marketing Strategy Ansoff Model Organization of events in a new market Ł Studentsmarket. Proom, seminars, forums, sports meetings for high schools and universities in Illinois. 2. Desired Market Segmentation In 2010, we will focus on the students who need of a professional service for the organization of events. Part One: Strategic Planning

10 II/ Achievable Marketing Objectives - Next Year Desired Marketing- Mix In 2010, we will put an effort of our brand image: -More direct marketing -Organization of forums and meetings to sensibilize students to our service. - s & letters. Part One: Strategic Planning

11 II/ Achievable Marketing Objectives - Next Year Marketing Objectives

12 II/ Achievable Marketing Objectives - Next Year Position (perceptual gaps) In 2010 we will increase: -partnerships -advertisement -communication and public relations Be more accessible to students and better perceived by our target. 6. Yearly Sales Forecast Starting from early 2010, we expect to: -Have partnerships and contracts with half of the high school and/or univeristies -Increase turnover by 30 % Part One: Strategic Planning

13 III/ Yearly action plan & marketing budget Main Cooperative bodies (1+1>2) 2. Maintain Past Activities In order to maintain the current situation, we will continue to work with our first markets (laboratories, biotechnology ) Part Two: Action plan

14 III/ Yearly action plan & marketing budget Developing new products and its pricing -We don t need to develop a new product because we have chosen a market development strategy -For prices, we want to decrease them for this new service. Indeed, as our new market is about students, we want to adapt prices to make the service more affordable. Part Two: Action plan

15 III/ Yearly action plan & marketing budget Marketing activities Marketing communication (MarCom) We want to promote our new service as follows: -Partnerships with university associations Ł for example, during sports events -Advertisement to make students aware of the new service. Ł We can add our service to school's brochures, or school's websites. We can also put posters in the schools. Distribution -Direct marketing we will hold a mailing campaign in order to contact many university associations, such as sports associations, to inform them about our new service. Part Two: Action plan

16 III/ Yearly action plan & marketing budget Enhancing service marketing principles To have the better service, we have to communicate a lot and to adapt our policy to students : -Strong relationship with customers -Always respect the costumer s private life -Have a strong customer service -Keep a certain confidentiality for customers -Guarantee a quality of service and assumption of responsibility in case of problems. Part Two: Action plan

17 III/ Yearly action plan & marketing budget 17 What Who When Details 6. GANTT scheme Mailing campaign (brochures & s) Marketing communication Manager From 15 of January To 15 of March 2010 Brochures & s for Universities to have a first contact (3 examples) Meeting with universities Congress & forums Head of the agency or Marketing communication manager Communication team & marketing communication manager Part Two: Action plan End of April, beginning of May (before summer holidays) End of September (After the resumption of the courses) Meeting with directors and students associations of the universities to explain our service for students Congress & forums in the universities to explain and show our service to students

18 III/ Yearly action plan & marketing budget Marketing Yearly Budget Ressources Self 300,000 Direct Marketing Partner 200,000 Indirect Marketing Usage 200, ,000 Advertising 175,000 Market research 25,000 Total 500,000 Total 500,000 Part Two: Action plan

19 IV/ Control procedures & criteria of success 19 Part Two: Action plan

20 IV/ Control procedures & criteria of success Milestones Ł When? Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Mailing of brochures Mailing of s & ask of meetings with Headmasters Meeting with the universities Preparationfor the forums & congres Congres & forums Advertisement campaign in the universities Publishing ads in our website Publishing ads in students magazines 20 Part Two: Action plan

21 APPENDIX Attual services proposed by Mc Kinney : Inspiration Flash Design and Development Video Development and Production Web Development Micro-site Development Campaigns Print Advertising Corporate Identity Development Trade Shows Events Analyst/Media Relations Press Releases White Papers Input and Insight Market Research Competitive Review Distinctive Competence Assessments Positioning Channel Strategies Integrated Marketing Communications Plans Lead Management & Fulfillment Marcom Audit 21

22 22