Marketing Plan

Karen WoodBrittney GillatelyLaura ThorsellKaren Tremblay

Chinmay GodboleSarvanshu AhluwaliaArvind SharmaAzhar Kapdi

Re - E n e r g i z e t h e KO W P R M a r ke t i n g S t r a t e g y

PROFILE

Founder, President

20+ Years of Experience

Nominated twice as finalist for Business Women of the Year

Strong Professional Network Karen Wood

MISSION

The Knock on Wood mission is to identify and capture new waves of opportunity for clients and achieve maximum promotional impact with:• Publicity and public relations• Events planning and management• Advertising creative and media buying• Marketing strategy planning and execution.

VISION

“To be the leading company in marketing communications and events management to

organisations by strategically providing exemplary services that creates a remarkable

customer experience.”

MARKETING MIX

Product

Price

Promotion

Place

CORE PROMBLEM

Acquisition of New Clients

SITUATIONALANALYSIS

ENVIRONMENTAL SCAN

ECONOMICThere was more than $2.4 billion in Venture Capital Investment in Canada last year. (http://www.ic.gc.ca/eic/site/061.nsf/eng/h_02940.html)

SOCIAL The population of Ottawa comprises of 28.4% Canadians and rest comprising of immigrants or non residents. (https://en.wikipedia.org/wiki/Demographics_of_Ottawa)

The population of Canada comprises of 32.16% Canadians. (https://en.wikipedia.org/wiki/Demographics_of_Canada)

TECHNOLOGICALAs of 2015 there are 18.9 million active users on social media in Canada and by the end of 2018 there would be 20.4 million users.(http://www.statista.com/statistics/260710/number-of-social-network-users-in-canada/)

SWOT ANALYSIS

• Experience• Network Connections• Diversity in Work

portfolio

• Untapped Potential Market

• Boom in Ottawa based start up’s

• Limited resources• Not up to date with

technological trends

• Fast Growing Competitive Market

CUSTOMER TARGETING

Entertainment Events

Real Estate

Associations

Hospitality Retail

Fundraising

Healthcare/Charity

Festivals

KEY COMPETITOR ANALYSIS

5 Services :• Events• Concierge• Design• Social Media• Weddings

SOCIAL MEDIA

KEY ISSUES AND CRITICAL SUCCESS FACTORS

KEY ISSUES Lack of Resources

CRITICAL SUCCESS FACTORSLeverage Existing NetworkLeverage Additional Resources

MARKETING OBJECTIVE

Increase customer base for KOWPR

MARKETING STRATEGIES Leverage existing networks Promote KOWPR to new customers Increase the Corporate Social Responsibility

(CSR) profile/activities

MARKETING TACTICS

MARKETING TACTICS

<Website Development/>

HTML 5 Responsive Design

Minimalistic Design SEO Optimized Blog New = Re-Branding Old Image Rich Client Case studies

MARKETING TACTICS

Social Media Increase Interactions Partner Amplification Share Images SYNC Blogposts Promotions

MARKETING TACTICS

Inbound Marketing

MARKETING TACTICS

eCRM Integration Manage Customer Relationship Automation Less Efforts

Hubspot Insightly ZOHO CRM

Price $200/Month Free or Paid Free or Paid

Integration Difficult Easy Moderate

Features 9/10 5/10 7/10

MARKETING TACTICS

Collaborate with Freelancers

Focus on Startups

Increase Corporate Social Responsibility(CSR) Profile

INTEGRATED MARKETING COMMUNICATIONS PLAN

IMC PLAN

Interactive Plan

Say it out loud (Customer Stories)

Check your checklist

Skill Tester

Starting a start-up community

IMC PLAN

Sales Promotion Plan

Product Bundling

Discounts

Free Consultancy

IMC PLAN

Public Relations

Community Projects

Corporate Social Responsibility

Newsletters

IMC PLANCalendar of Events

MEASUREMENT

MEASUREMENT PLAN

WEBSITE TRAFFIC

SOCIAL MEDIA REACH

CRM ENGAGEMENT

NEW CUSTOMER ACQUISITION

NET REVENUE

PAID ONLINE PROMOTIONS

INVEST IN DEDICATED RESOURCES