Plan Preliminar de Mercadeo

Operative Marketing Plan
Prepared by: Jose Augusto Acevedo, Red Publicitaria
MARKETING
BEST
PRACTICES
• Understand your
brand perception, segmentation
and SWOT(DAFO).
• Develop a marketing plan, action
calendar and measures.
• Aggressive networking with
associations (local/national)
• Experiment with new markets
(“Think global”)
A BASIC MARKETING TOOL
A powerful complete branding identity package
First, a logo. A concept.
A brand name!
1. Business Card
2. Letterhead
3. Complement Card
4. Envelope Pack
5. Folder
6. Invoice
7. ID Card
8. Flyers (12 designs)
9. Brochure (1 design)
10.Signage: Standboard Banner (1 design)
11.Project Proposal
12.Fax Paper
13.T-Shirt (1 design)
14.Cap (1 design)
15.Mug (1 design)
16.PenDrive (1 design)
17.Pen (1 design)
18.Wallpaper (1 design)
19.PowerPoint Presentation
20.Video (Webinar)
OPERATIVE MARKETING PLAN
1. Social Media, Search Engine Optimization, and Blogs.
CLIENT will focus efforts into creating high quality content that will informs and persuade customers. In particular,
blogging will help to better answer questions commonly searched by potential customers, which will improve
appearances on search engines. Social Media will serve as a distribution channel for these blogs, helping to create
relationships with potential customers.
2. Directory Searches
CLIENT will top the list for its business category. Besides Google My Business (Google Verification) CLIENT will
submit its contact information to:
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yellowpages.com
businessregister.com
superpagespr.com
infopaginas.com
servicemagic.com
manta.com
superpages.com
bbb.org
angieslist.com
local.yahoo.com
yelp.com
merchantcircle.com
3. Industry Events: Webcasts, Trade Shows, and Conferences
CLIENT will choose the right events that will help the firm to jump ahead of
competitors.
4. Certifications
CLIENT will show off all professional certifications achieved in order to sum up
its skills and expertise.
5. Website improvement/revamping
CLIENT will have a modern graphic design, and a fast, user-friendly website that will increase the chances of users
staying more time on the website and ultimately keep them coming back to the site.
6. Mobile Marketing
CLIENT will implement a
responsive mobile version of the
website to take advantage
of the higher “share of time” spent
by users with mobile devices.
5. Lead Generation
CLIENT will implement a lead generation campaign to hit revenue
goals.
By following a “generation cicle”, the firm will:
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CREATE A STRONG OFFER
PLACE A POWERFUL CTA (Call to Action) ACCESS/LINK BUTTOM
DESIGN AN EFFECTIVE AND RELEVANT “LANDING PAGE”
CREATE AN OPTIMIZED LEAD CAPTURE FORM
INTEGRATE A MULTI-CHANNEL SOURCE PATH
TARGET MARKET
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Professional firms
Independent contractors
Municipal governments
Local and Federal
government
• Small businesses
• Homeowners
MULTI-CHANNEL SOURCE PATH
Traditional Lead Sources
Internet Lead Sources
Social Media Lead Sources
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• LinkedIn Connections (email addresses,
InMail) LinkedIn Groups (post discussions,
offers) LinkedIn Companies
• Facebook Friends, Fans, Groups, Likes
• Twitter Followers
• YouTube Subscribers
• WeFollow.com
• URL Shortener (e.g. Bit.ly offers tracking)
Bookmarking (Digg, Delicious, StumbleUpon)
Radian6 (identify bloggers, etc)
Direct mail/Email lists
Online databases
Customer service telephone surveys
Customer database entries
Trade show registration lists
Association member lists
Trade print advertising
Radio
Television
Billboards
Website registrations
Contact/Conversion Forms
RSS registrations (typically email address)
Pay-Per-Click (e.g., Google Adwords)
Web Reverse IP Address Services (e.g., Lead
Advantage)
• Google Alerts
• Urchin Tracking Modules (UTMs)
• Email service provider reports
6. Professional Workshops / Webinars
CLIENT will develop a professional workshop / Webinar to
ultimately promote its services.
7. Community involvement
CLIENT will collaborate pro-bono with particular civic and
communal institutions to design, build and deploy systems to solve
engineering-based problems for charities, schools and other notfor-profit organizations.
8. Radio campaign
CLIENT will launch a radio campaign aimed at homeowners and
small businesses. A relevant, urgent USP will be strategically stated
as to provoke media interest. (Cracks?)
9. PR Campaign
CLIENT will execute a media tour, including television and press. A
relevant, urgent information will be strategically defined as to
provoke media interest.
10. Web Ads Campaign
CLIENT will launch a consistent web campaign with 2 main
objectives: 1) Lead “harvesting”, 2) Branding and 3) Promoting
services