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By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi

By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi. Situation Analysis Price. Product. Current Hold of Market Share. Online Presence. Brand Awareness. Target Market. CEOs, Presidents, and Business Owners in Wisconsin and Michigan

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By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi

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  1. By: Allie Sarwark, Heather Reetz, Taylor Pignataro, Matt Cmiel, Nicholas Chin, and Nick Tognocchi

  2. Situation Analysis Price

  3. Product

  4. Current Hold of Market Share

  5. Online Presence

  6. Brand Awareness

  7. Target Market • CEOs, Presidents, and Business Owners in Wisconsin and Michigan • Companies with $3 million or more in annual sales • Companies with 25 or more employees

  8. Key Issues/Opportunities • Poor Online Presence • Low Brand Awareness • Low Market Penetration • Unstable Member Retention

  9. Marketing Objectives • Increase Online Presence • Increase Brand Awareness • Increase Market Penetration • Stabilize Member Retention Rates

  10. Listing of Tactics • Change Brand Name • Improve Search Engine Visibility • Attend Trade Shows • Recruit Industry Leaders • Multi-year Signing • Prepare New Members

  11. Change Brand Name • Take away the acronym because it is misleading • Keep company name as The Executive Committee • Register at U.S. Patent and Trademark Office’s Web site • Check Trademark Electronic Search System database

  12. Improve Search Engine Visibility • Pay Per Click, Google Adwords, and Search Engine Optimization direct traffic to the TEC online website • Expenses are based off biding on Google Adwords

  13. Attend Trade Shows • Best way to accelerate product/service into new markets • Suggested tradeshows provide an opportunity to have Face to face interactions with business owners, presidents, and CEO’s (target market) • Great way to find qualified leads for personal follow-ups and eventually recruiting

  14. Recruit Industry Leaders • Look to competitors to see where they stand • Industry leaders offer as a big attractor for smaller companies in an industry • Have industry leaders endorse TEC • Increase brand awareness and market penetration

  15. Multi-year Signing • Offer 1, 3, or 5 year plans with increasing discounts as an incentive to have long term signings. • Increase retention rate.

  16. Prepare New Members • Take time to explain benefits and struggles clients may face • Do not search for the right customer, provide customers the opportunity to succeed with TEC. • Offer a class for all new members to prepare them so they can get the most out of TEC

  17. Budget/Timetables

  18. Appendix Screen shot of a Google search for “TEC”

  19. B. Survey on brand awareness

  20. C. Heat map of companies in Wisconsin and Michigan

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