Free marketing plan sample of McKinney Communication Agency in Chicago, by

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MARKETING PLAN SAMPLE 2010

Adrien TUZAAnthony RIZZATO

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Pauline DUGRAVOTJieyu YANG

Mc Kinney ChicagoAdvertising agency

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Adapt the service of the organization of eventsto a new market: Events for students

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Mc Kinney Chicago

Challenge : Market developement strategy

§ 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.”

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Part One: Strategic Planning

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I. Analysis

of the Current

Situation

Last Year

1. Macro Environmental Analysis§ Economic Environment is the most influential

Publicity and communication depends of the economy.

2. Market Analysis§ High competitive intensity.§ Attractiveness of the market.§ Established in different marketsè life science, biotechnology, professionalservices, information technology, precisionmanufacturing & supply chain logistics.

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3. Direct Competitive Analysis I.

Analysis of the

CurrentSituation

Last Year


Direct competitorsCommunication, 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

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I.Analysis

of the Current

Situation

Last Year

4. Market Segmentation


Segmentation by needs- Companies which desire « Imput and Insight » service- Companies which desire « Inspiration » service(See Appendix)

TargetCompanies which want to improve or to create theircommunication to be more attractive for customers .

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5. Existing Marketing MixI.

Analysis of the

CurrentSituation

Last Year


ServicesBrand:Rather known in Illinois.Quality of service:Great experience &professionalism

PriceDepends of which kind of service the company needsand how many times it willbe necessary to achieve the work.

Marketing distribution channel- Conferences- Seminars- eMail- Telemarketing

Marketing Communication- Public relations,- Partnerships- Internet website- Press

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I. Analysis

of the Current

Situation

Last Year

6. SWOT Analysis


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I. Analysis

of the Current

Situation

Last Year

7. Positioning


8. Sources of information

Telephonic interview with Anne Smith, Financial Manager, Mc KinneyChicago & Internet website of the agency.

Location

Market of communication

Mc Kinney

Direct Competitorsof Mc Kinney

Legend

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II/ Achievable Marketing Objectives - Next Year -

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1. Marketing Strategy

AnsoffModel

Organization of events in a new marketèStudents market.Proom, seminars, forums, sports meetings for highschools and universities in Illinois.

2. DesiredMarket

Segmentation


In 2010, we will focus on the students whoneed of a professional service for the organization of events.

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3. DesiredMarketing-

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.- eMails & letters.



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4. Marketing Objectives

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5. Position (perceptual

gaps)

In 2010 we will increase:- partnerships- advertisement- communication and public relationsà Be more accessible to students and better

perceived by our target.


6. YearlySales

Forecast


Starting from early 2010, we expect to:- Have partnerships and contracts with half ofthe high school and/or univeristies

- Increase turnover by 30 %

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1. Main Cooperative

bodies (1+1>2)

III/ Yearly action plan & marketing budget

Part Two: Action plan

2. MaintainPast

Activities

In order to maintain the current situation,we will continue to work with our firstmarkets (laboratories, biotechnology…)

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3. Developingnew productsand its pricing



- We don’t need to develop a new productbecause we have chosen a marketdevelopment strategy

- For prices, we want to decrease them for thisnew service. Indeed, as our new market isabout students, we want to adapt prices tomake the service more affordable.

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4. Marketing activities

Marketing communication (MarCom)We want to promote our new service as follows:- Partnerships with university associationsè for example, during sports events- Advertisement to make students aware of the new service.èWe can add our service to school's brochures, or school's

websites. We can also put posters in the schools.Distribution- Direct marketing à we will hold a mailing campaign in

order to contact many university associations, such as sports associations, to inform them about our new service.



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5. Enhancingservice

marketing principles



To have the better service, we have to communicatea 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 assumptionof responsibility in case of problems.

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6. GANTT scheme

(3 examples)

What Who When Details

Mailing campaign(brochures & emails)

Marketing communication Manager

From 15 of January To 15 of March 2010

Brochures & emails for Universities to have a first contact

Meeting with universities

Head of the agency or Marketing communication manager

End of April, beginning of May (before summer holidays)

Meeting with directors and students associations of the universities to explain our service for students

Congress & forums

Communication team & marketing communication manager

End of September(After the resumption of the courses)

Congress & forums in the universities to explain and show our service to students



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7. Marketing YearlyBudget

Ressources UsageSelf 300,000 Direct

Marketing200,000

Partner 200,000 Indirect Marketing

100,000

Advertising 175,000Market research

25,000

Total 500,000 Total 500,000



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IV/ Control procedures & criteria of

success


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Milestones èWhen?

Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.

Mailing of brochures

Mailing of emails & ask of meetings with Headmasters

Meeting with the universities

Publishing ads in ourwebsite

Publishing ads in studentsmagazines

Advertisementcampaign in the universities

Congres & forums

Preparation for the forums & congres


IV/ Control procedures & criteria of

success

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Input and Insight

Market Research Competitive Review Distinctive Competence Assessments Positioning Channel Strategies Integrated Marketing Communications Plans Lead Management & Fulfillment Marcom Audit

Inspiration

Flash Design and Development Video Development and Production Web Development Micro-site Development Email Campaigns Print Advertising Corporate Identity Development Trade Shows Events Analyst/Media Relations Press Releases White Papers

APPENDIXAttual services proposed by Mc Kinney :

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