Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan of a communication agency, McKinney Chicago, USA.

1. 1

2. 2
Mc Kinney Chicago
Advertising agency
MARKETING PLAN
SAMPLE 2010
Pauline DUGRAVOT Adrien TUZA
Jieyu YANG Anthony RIZZATO

3. 3
Mc Kinney Chicago
§ 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 Adapt the service of the organization of events
developement strategy to a new market: Events for students

4. I.
Analysis 1. Macro Environmental Analysis
of the
§ Economic Environment is the most influential
Current Publicity and communication depends of the economy.
Situation
2. Market Analysis
Last § High competitive intensity.
Year § Attractiveness of the market.
§ Established in different markets
è life science, biotechnology, professional
services, information technology, precision
manufacturing & supply chain logistics.
4
Part One: Strategic Planning

5. I.
Analysis 3. Direct Competitive Analysis
of the Direct competitors
Current Communication, publicity & marketing agencies in the
Situation state of Illinois, USA
Last Critical Success Factors of Mc Kinney
Year - Full service agency
- Multi tasking
- Close to the client
- Initiatives of the team
- Human-size agency
5
Part One: Strategic Planning

6. I. 4. Market Segmentation
Analysis
of the Segmentation by needs
Current - Companies which desire « Imput and Insight » service
Situation - Companies which desire « Inspiration » service
(See Appendix)
Last
Year Target
Companies which want to improve or to create their
communication to be more attractive for customers .
6
Part One: Strategic Planning

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

8. I. 6. SWOT Analysis
Analysis
of the
Current
Situation
Last
Year
8
Part One: Strategic Planning

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

10. II/ Achievable Marketing Objectives - Next Year -
10
Organization of events in a new market è
1. Marketing
Strategy Students market.
Ansoff Proom, seminars, forums, sports meetings for high
Model schools and universities in Illinois.
2. Desired In 2010, we will focus on the students who
Market
Segmentation
need of a professional service for the
organization of events.
Part One: Strategic Planning

11. II/ Achievable Marketing Objectives - Next Year -
11
In 2010, we will put an effort of our brand image:
3. Desired - More direct marketing
Marketing-
Mix - Organization of forums and meetings to
sensibilize students to our service.
- eMails & letters.
Part One: Strategic Planning

12. II/ Achievable Marketing Objectives - Next Year -
12
4. Marketing
Objectives

13. II/ Achievable Marketing Objectives - Next Year -
13
In 2010 we will increase:
5. Position - partnerships
(perceptual - advertisement
gaps) - communication and public relations
à Be more accessible to students and better
perceived by our target.
Starting from early 2010, we expect to:
6. Yearly
Sales - Have partnerships and contracts with half of
Forecast the high school and/or univeristies
- Increase turnover by 30 %
Part One: Strategic Planning

14. III/ Yearly action plan & marketing budget
14
1. Main
Cooperative
bodies
(1+1>2)
2. Maintain
In order to maintain the current situation,
Past
Activities we will continue to work with our first
markets (laboratories, biotechnology…)
Part Two: Action plan

15. III/ Yearly action plan & marketing budget
15
- We don’t need to develop a new product
3. Developing
new products
because we have chosen a market
and its pricing 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

16. III/ Yearly action plan & marketing budget
16
Marketing communication (MarCom)
4. Marketing We want to promote our new service as follows:
activities
- Partnerships with university associations
è for example, during sports events
- Advertisement to make students aware of the new service.
è We 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.
Part Two: Action plan

17. III/ Yearly action plan & marketing budget
17
To have the better service, we have to communicate
5. Enhancing
service a lot and to adapt our policy to students :
marketing
principles - 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

18. III/ Yearly action plan & marketing budget
18
What Who When Details
Mailing Marketing From 15 of Brochures &
6. GANTT campaign communication January To 15 of emails for
(brochures & Manager March 2010 Universities to
scheme emails) have a first contact
(3 examples)
Meeting with Head of the agency End of April, Meeting with
universities or Marketing beginning of May directors and
communication (before summer students
manager holidays) associations of the
universities to
explain our service
for students
Congress & Communication team End of Congress &
forums & marketing September forums in the
communication (After the universities to
manager resumption of the explain and show
courses) our service to
students
Part Two: Action plan

19. III/ Yearly action plan & marketing budget
19
Ressources Usage
Self 300,000 Direct 200,000
7. Marketing Marketing
Yearly
Partner 200,000 Indirect 100,000
Budget Marketing
Advertising 175,000
Market 25,000
research
Total 500,000 Total 500,000
Part Two: Action plan

20. IV/ Control
procedures
& criteria of
success
20
Part Two: Action plan

21. IV/ Control Milestones
procedures è When?
& criteria of
success Jan . Feb . Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Congres & forums
Mailing of Mailing of Meeting with the
brochures emails & ask of Preparation for Advertisement
universities
meetings with the forums & campaign in the
Headmasters congres universities
Publishing ads in our
Publishing ads in students
website
magazines
21
Part Two: Action plan

22. APPENDIX
Attual services proposed by Mc Kinney :
Inspiration Input and Insight
Flash Design and Development Market Research
Video Development and Production Competitive Review
Web Development Distinctive Competence Assessments
Micro-site Development Positioning
Email Campaigns Channel Strategies
Print Advertising Integrated Marketing Communications
Corporate Identity Development Plans
Trade Shows Lead Management & Fulfillment
Events Marcom Audit
Analyst/Media Relations
Press Releases
White Papers
22

23. 23