What Is Marketing Strategies and Tactics by ypg15560

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									ARWLHC Proposed Budget Spreadsheet - Zero Based Budget




                                                                                         Number of placements X

Marketing Strategies   Specific Tactics         Info                Occurences

Print - Newspaper      12 tristate newspapers   2 x 2.32 block      52 weeks-weekly
                       12 tristate newspapers   1/2 page festival   12 months (2x per mo)
                       6 specialty newspapers   Industry specific   12 months
                       Random newspapers        Shock and Awe       12 months



Unscheduled items      Opportunities


Print - Magazines      6 Specialty tourism      1/2 page            12 months
                       6 specialty tristate     1/2 page            12 months
                       6 specialty history      1/2 page            12 months
                       6 global reach           1/2 page            12 months
                       SEAL Insertion team      random              3 times



TV                     The Military Channel     .30 second          12 months
                       The History Channel      .30 second          12 months
                       COMCAST insertion        digital             12 months
                       Time Warner insertion    digital             12 months
                       Food TV Network          .30 second          12 months
                       Production costs



Radio
                       NPR Sponsorship          .30 second          12 months
                       Other radio nationwide   ,30 second          12 months



Direct Mail            Send Out Cards           Redemption          Birthday - ongoing
                       Val Pak                  Coupon              12 months



Social Media & Enews   Facebook                                     12 months
                       Constant Contact                             12 months
                       Google                                       12 months
                        Yahoo                                    12 months
                        That's great PR!                         12 months
                        SEO optimization                         12 months
                        Digital work with crews                  12 months



Event Support           Mobile war unit                          12 months
                        Conventions                              3 per year
                        Trade shows                              2 per year
                        Parade float                             12 months



Billboards              Assorted six state        12 x 600.00=   12 months each month

Time Warner Traveller   Cable TV demo target                     12 months
Number of placements X costs

    Total frequency then?    Cost of ad                             Total Spending

                       624             $24.00                            $14,976.00
                       288            $500.00                           $144,000.00
                        72            $300.00                            $21,600.00
                        12          $2,000.00                            $24,000.00

                                                Print subtotal          $204,576.00

                                                                         $60,000.00


                        12          $1,000.00                            $12,000.00
                        12            $600.00                             $7,200.00
                        12          $3,000.00                            $36,000.00
                        12          $8,000.00                            $96,000.00
                         3          $6,000.00                            $18,000.00

                                                Magazine subtotal       $169,200.00

                        12         $20,000.00                           $240,000.00
                        12         $20,000.00                           $240,000.00
                        12         $20,000.00                           $240,000.00
                        12         $20,000.00                           $240,000.00
                        12         $20,000.00                           $240,000.00
                                  $120,000.00                           $120,000.00

                                                TV subtotal            $1,320,000.00


                        12         $10,000.00                           $120,000.00
                        12          $8,000.00                            $96,000.00

                                                Radio subtotal           $19,775.00

                        12          $1,400.00                            $16,800.00
                        12          $3,600.00                            $43,200.00

                                                DM subtotal              $60,000.00

                        12          $4,800.00                            $57,600.00
                        12          $1,600.00                            $19,200.00
                        12          $3,200.00                            $38,400.00
12    $2,400.00                      $28,800.00
12      $400.00                       $4,800.00
12    $4,000.00                      $48,000.00
12    $4,000.00                      $48,000.00

                  SME subtotal      $244,800.00

12    $1,400.00                      $16,800.00
 3   $24,000.00                      $72,000.00
 2   $24,000.00                      $48,000.00
12    $2,400.00                      $28,800.00

                  Event subtotal    $165,600.00

36    $7,200.00                     $259,200.00

12    $4,000.00                      $48,000.00

                  Total Spending   $2,491,151.00

								
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