Report for Marketing Plan

Jabit Digital Designs & Ideas Marketing Plan Report Author: Judy Beddoni Date: 10th June 2008 Marketing Plan Jabit Digital Designs & Ideas 1. Executive Summary Jabit Digital Designs & Ideas an inner city, Sydney based multimedia graphic design company. Judy Beddoni is the sole designer of Jabit Digital Designs & Ideas and operates out of a small but nice office in the Waterloo area. I have a unique background where I have both business skills as well as creative skills. Most other firms come solely from creative backgrounds. While this is useful for the crafting of logos and other devices of visual communication, it lacks the intuitive business mindset that I bring to the firm. This competitive edge allows Jabit Digital Designs & Ideas to bring both an aesthetic design focus as well as a practical, quantitative mindset that adds value to the service offerings. This is useful since the clients are more business oriented. This report is to establish a Marketing Plan for Jabit Digital Designs & Ideas. It identifies the products and services offered by Jabit Digital Designs & Ideas and the strategies and actions Jabit Digital Designs & Ideas needs to implement in order for the business to expand and succeed. Jabit Digital Designs & Ideas will offer companies a unique perspective regarding corporate identity and visual communication products. Jabit Digital Designs & Ideas will rapidly grow its customer base by providing clients with well-priced projects due to reasonably low overhead, creative, practical designs that add more value than competing graphical art firms, and superior customer attention. Jabit Digital Designs & Ideas is still in the speculative stage as a service provider. It plans to take a modest strategy toward project acquisition, accepting projects to increase revenue, but mostly accepting new projects conditionally on the fact that sufficient resources can be committed ensuring complete customer satisfaction. I will hire assistants to help with some of the design work as well as administrative details if required. Jabit Digital Designs & Ideas will be concentrating on corporate identity of established companies. The targeted customers are small to medium size companies that have been established for 1 to 10 years. 1. Small sized companies: Companies with 1 to 10 employees located in the innercity Sydney area in a 30km radius of our office. 2. Medium sized companies: Companies with 10 to 30 employees located in the innercity Sydney area in a 30km radius of our office. 3. Charitable Organisations: Organisations located in the innercity Sydney area in a 30km radius of our office. In order to achieve our marketing goals Jabit Digital Designs & Ideas has identified its main objectives.  Increase visibility, evidenced by an increase in unsolicited requests for service.  To increase number of new small to medium company clients from the innercity area by visiting 10 businesses over the next 3 months.  After year one, generate at least 30% of new business each quarter from referrals.  To increase exposure of Jabit Digital Designs & Ideas by doing probono work for charitable organization every 2 months.  To increase exposure of Jabit Digital Designs & Ideas by having press releases published in the local newspapers and magazines monthly. The following areas will be monitored to gauge performance of this marketing plan:  Revenue: monthly and annual.  Expenses: monthly and annual.  Repeat business.  Customer service. Judy Beddoni 10th June 2008 Page 2 of 19 Marketing Plan Jabit Digital Designs & Ideas Table of Content 1. Executive Summary ................................................................................................. 2 2. Business Overview ................................................................................................... 5 2.1 Mission Statement ............................................................................................ 7 2.2 SWOT Analysis .................................................................................................... 7 2.3 Five Forces Analysis ....................................................................................... 8 2.3.1 Supplier Influences ................................................................................ 8 2.3.2 Buyer Influence ........................................................................................ 8 2.3.3 Competative RIvalry .............................................................................. 9 2.3.4 Threats of Substitution ...................................................................... 10 2.3.5 Threats of New Entry .......................................................................... 12 3. Target Market ........................................................................................................... 13 3.1 Market Demographics ................................................................................. 13 3.2 Market Needs ................................................................................................... 13 3.3 Promoted Products and Services ......................................................... 14 3.4 Marketing Strategy ....................................................................................... 14 4. Objectives ................................................................................................................... 15 4.1 Marketing Objectives ................................................................................... 15 4.2 Financial Objectives ..................................................................................... 15 5. Implementation Tactics ..................................................................................... 16 5.1 Products (and Services) ............................................................................ 16 5.2 Pricing ................................................................................................................... 17 5.2.1 Advantages ................................................................................................ 17 5.2.2 Disadvantages ......................................................................................... 17 5.3 Place ...................................................................................................................... 17 5.4 Promotion ........................................................................................................... 17 6. Evaluation of Results ........................................................................................... 18 6.1 Success Criteria.............................................................................................. 18 6.2 Performance Monitored ............................................................................... 18 6.3 Contingency Planning ................................................................................... 18 7. References ................................................................................................................. 19 Judy Beddoni 10th June 2008 Page 3 of 19 Marketing Plan Jabit Digital Designs & Ideas Table of Figures Figure 1: Figure 2: Figure 3: Figure 4: Jabit Digital Designs & Ideas Client Market Segment ................. 5 Jabit Digital Designs & Ideas Products and Services .................. 6 Table: SWOT Analysis table Jabit Digital Designs & Ideas .......... 7 Table: Suppliers Influences affecting Jabit Designs & Ideas ........ 8 Judy Beddoni 10th June 2008 Page 4 of 19 Marketing Plan Jabit Digital Designs & Ideas 2. Business Overview Jabit Digital Designs & Ideas has been in operation for several years. A well conceived and executed marketing plan will be critical to the successes and profitability of the business. The agency offers multimedia graphic design and visual communication services to the innercity, Sydney market. Jabit Digital Designs & Ideas possess good information regarding the market and knows a great deal about the common attributes of the most prized customers. Jabit Digital Designs & Ideas will leverage this information to better understand who is served, their specific needs, and how Jabit Digital Designs & Ideas can better serve them. Our Keys to Success  Professionalism.  Creativity.  Practical and innovative insight.  Enjoyment of the experience. Jabit Digital Designs & Ideas customers are situated in the inner city area of Sydney area within a 30 kilometer radius of our office:    Small sized companies typically 1 to 10 employees. medium sized businesses companies with 10-30 employees. Charitable organisations Client Market Segment 10% Small Companies 30% 60% Medium Companies Charitable Organisations Figure 1: Jabit Digital Designs & Ideas Client Market Segment Judy Beddoni 10th June 2008 Page 5 of 19 Marketing Plan Jabit Digital Designs & Ideas Products and Services required by Jabit Digital Designs & Ideas marketing segment are:       Stationary kits Logo’s Flash animated websites Interactive elearning tutorials 2D and 3D Animation. Video production and editing etc Products and Services Required by our Customers 10% 15% Stationary kits Logo’s 20% 10% Flash animated websites Interactive elearning tutorials 2D and 3D Animation Video production and editing etc 35% 10% Figure 2: Jabit Digital Designs & Ideas Products and Services Competition The following are examples of the different types of competitors:  Large Advertising Agencies: Over the years these firms have increased their number of service offerings from selling media forms of advertising, to a more full-service company that develops creative work in-house, working with companies to develop corporate identity, etc.  Freelance Designers: These competitors are similar to Jabit Digital Designs & Ideas because they are typically a one person operation, usually operating out of their own home. Often the freelance designers are just getting into the business and are trying to get experience, or they have left a firm in search of a more flexible lifestyle. Some freelance designers are well experienced and can offer the same professional level of quality the large agencies offer. Internet Websites: These competitors are do it your self websites where customers can make their own logo , stationary or business cards. They are not of a high professional quality and some companies may end up with the same designs.  Judy Beddoni 10th June 2008 Page 6 of 19 Marketing Plan Jabit Digital Designs & Ideas 2.1 Mission Statement Jabit Designs & Ideas mission is to become a market leader in multimedia graphic design and visual communications by consistently exceeding our Customer's expectations; providing them with highest levels of professionalism and experience We will continually communicate with, and learn from our Customers, in order to improve our products and services. And, we will keep on top of today's and tommorrow's technology, no matter how fast it moves, to ensure our Customers always have the best products and services available to them. 2.2 SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Jabit Digital Designs & Ideas presented by the external environment are presented in the following table. Strengths    Well known through out the community. A unique combination of both creative and business sense. An elegant office that gives off the perception of creative, cutting-edge design, implying a skilled service provider. A targeted focus for attracting customers. Differentiated products and services. Ability to create Flash based web sites Opportunities  A growing market that does not seem to be focused on attracting a target customer segment. The ability to generate future business by leveraging the technological advances of the Internet. An industry that is not significantly effected by slumps in the economy. Moving into new market segments that offer improved profits.    Weaknesses Cash flow continues to be unpredictable. The struggle to develop awareness related to single employee company. Increasingly limited amount of time for marketing activities as more and more time is needed to finish projects. The struggle to constantly appear on the "cutting edge."      Threats Competition from local competitors who decide to focus on Jabit Digital Designs & Ideas targeted segments. Significant increase in ease of use of graphic design software that allows individuals to design their own graphical pieces. A shift in local industries that changes the demographics of many of the companies located in the innercity.      Figure 3: Table: SWOT Analysis table Jabit Digital Designs & Ideas Judy Beddoni 10th June 2008 Page 7 of 19 Marketing Plan Jabit Digital Designs & Ideas 2.3 Five Forces Analysis The following outlines represents the results of an analysis of the external forces that may impact on the company operations. The suppliers are rated on their impact and influence of Jabit Designs & Ideas daily company operations. The categories are critical without these suppliers Jabit Designs & Ideas could not provide products and services to its clients. The next category is important. These represent the services that would cause an inconvenience to the company operations but Jabit Designs & Ideas could still carry out our key activates and provide products and services. The last category is nonessential. Disruption to these supplies would not have an impact on the ability to provide products and services. 2.3.1 Supplier Influences Name of Suppliers Compaq Presario Compaq Presario Canon Canon Wacom Sony Sony Supplier’s Importance Critical Critical Important Important Important Important Important Critical Type of Components Hardware Computers Monitors Scanners Printer Graphic Tablets Digital Cameras Video Camera Uninterrupted Power Supply (UPS) Software Lightwave 3D Creative Suite 3 premium Premier Pro Suite Logo Designer BusinessCardsMX3 Internet Explorer Browser FireFox Browser Services Office Space Telephone Internet Service Provider Miscellaneous Stationary Printer inks cartridges DVD & CD roms Other office supplies Newtek Adobe Adobe Newtek Mojosoft Microsoft Mozilla Private Rental Telstra Telstra Officeworks Officeworks Officeworks Officeworks Critical Critical Critical Critical Critical Critical Critical Critical Critical Critical Important Important Important non-essential Figure 4: Table: Suppliers Influences affecting Jabit Designs & Ideas 2.3.2 Buyer Influence Judy Beddoni 10th June 2008 Page 8 of 19 Marketing Plan Jabit Digital Designs & Ideas There are three major categories of clients having been assessed from our market research for Jabit Designs & Ideas products and services. Having identified the major categories client groups Jabit Designs & Ideas has studied what market forces could influence its pricing structures. Identification of minor or major influences with the power to drive our prices down: 1. The product is undifferentiated and can be replaced by substitutes.  The threat is high that a customer would choose another graphic design company. 2. Buying an alternative product is simple and is not related to high costs.  There is a threat that the a customer could use another graphic design company to produce their products at a lower price. 3. Customers could produce the product themselves.  The customers could rely on software or product make it your self websites. Counter to these Threats: 1. Jabit Designs & Ideas differentiates its company from other companies by providing: 2. Combined services that other graphic designers do not provide with superior all round professional quality. 3. A high level of customer service and support throughout the entire production process at competitive prices. Jabit Designs & Ideas offers a specilized multimedia graphics design production and visual communications service supply the following:  Interactive Flash Websites which will include 3D animation, Digital to Film service, videocasting and podcasting.     Interactive elearning tutorials. Logo designs, Stationary and Business Cards. Video production and editing, Film to Digital service. Proofreading and copywrite services Potential buyers would fall under the following three categories: 4. Small sized companies: Companies with 1 to 10 employees located in the innercity Sydney area in a 30km radius of our office. 5. Medium sized companies: Companies with 10 to 30 employees located in the innercity Sydney area in a 30km radius of our office. 6. Charitable Organisations: Organisations located in the innercity Sydney area in a 30km radius of our office. 2.3.3 Competative RIvalry Judy Beddoni 10th June 2008 Page 9 of 19 Marketing Plan Jabit Digital Designs & Ideas Jabit Designs & Ideas can promote its business to achieve customer loyalty by: Differentiation between other companies and Jabit Designs & Ideas products and service:  Jabit Designs & Ideas sole designer Judy Beddoni has a unique background with both business skills as well as creative skills. Most firms come solely from creative backgrounds. While this is useful for the crafting of logos and other devices of visual communication, it lacks the intuitive business mindset that I bring to the firm. This competitive edge allows Jabit Designs & Ideas to bring both an aesthetic design focus as well as a practical, quantitative mindset that adds value to the service offerings. This is useful since the clients are more business oriented. Jabit Designs & Ideas has more to offer than most graphic design companies in that it offer a unique layer of products and service such as free proof-reading, copywrite work and liaison with printers. Jabit Designs & Ideas will market themselves as specialists in specific areas, such as video-based websites, 3D design and film as well as copywrite work thus hoping to find a whole host of new clients banging at their door.    Offer Free Consultations to Customers: Sometimes just offering the free consultation will land you the job. When a client meets with you, you already have your foot in the door, so I think that it is worth the risk. Offer a Guarantee: New customers or existing customers might be concerned with changing designers then using your services the next time. Address this concern by offering a satisfaction guaranteed claim. Say Thank You: Say 'thank you' to new customers, existing customers who hire you for a new project, referrers, to clients or vendors after a meeting, to vendors or associates after a job well done, peers who give helpful advice to you, or any other act of kindness that is associated with your business. Writing a hand-written note to say 'thank you' is the best route because it shows that you took the time to write an actual letter instead of an email. But, if you can't get yourself to do this, then say 'thank you' with an email instead. They will remember you. Press Releases Find interesting angles about Jabit Designs & Ideas to send to free local papers and magazines eg. Charitable Organisations probono work. 2.3.4 Threats of Substitution Judy Beddoni 10th June 2008 Page 10 of 19 Marketing Plan Jabit Digital Designs & Ideas The following outlines the products and services provided by Jabit Designs & Ideas and the benefits to customers dealing with us compared to the alternatives products and services that are available from our competitors. It looks at the threats we face from our competitors that may cause a potential or current customers to choose that competitor. The products and services that will be promoted by Jabit Digital Designs & Ideas will be:  Interactive Flash Websites which will include: o 3D animation o Digital to Film service o videocasting and podcasting  Interactive elearning tutorials  Logo designs o Stationary and Business Cards  Video production and editing o Film to Digital service o 3D modeling from 3D digital images  Proofreading and copywrite services The main benefit to our customers are:  Jabit Designs & Ideas is like a one stop shop it’s a lot more cost efective for customers to do business with the one company than have to shop around for separate companies to do the same work.  Jabit Designs & Ideas offers personalised customer outstanding quality services with our multimedia graphic design products with the knowledge and training which clearly differentiates us from our competitors for a competitive price. Jabit Designs & Ideas explains to each customer the whole production process clearly informing the client what to expect and what the project timeframe will be.  Competitors The following are examples of the different types of competitors: 1. Large Advertising Agencies:  Over the years these firms have increased their number of service offerings from selling media forms of advertising, to a more full-service company that develops creative work in-house, working with companies to develop corporate identity, etc and they charge a much higher price for customer specific designs.  These competitors often have no direct contact with the client. Sales people arrange the contact, brief the product designers and propose the project leaving an immense gap between client and designer. Quite often, these large agencies have the actual work done by the trainee designers. This can result in unsatisfactory work for the customer.   2. Freelance Designers: Judy Beddoni 10th June 2008 Page 11 of 19 Marketing Plan Jabit Digital Designs & Ideas   These competitors are similar to Jabit Digital Designs & Ideas because they are typically a one person operation, usually operating out of their own home. Often the freelance designers are just getting into the business and are trying to get experience, or they have left a firm in search of a more flexible lifestyle. Some freelance designers are well experienced and can offer the same professional level of quality the large agencies offer. These competitors who are priced competitively do not offer the customised products and services that Jabit Digital Designs & Ideas can supply.   3. Internet Websites:  These competitors are do it your self websites where customers can make their own logo, stationary or business cards but these sites have the customer choose from pre-made templates.  They are not of a high professional quality and some companies may end up with the same designs. No personal contact with the customer.  2.3.5 Threats of New Entry The Actions that Jabit Designs & Ideas can take to protect its business from new competitors are: Add market differentiations to the products and services that Jabit Designs & Ideas provide to our customers by provide product and service deals such as:      Free initial consultations for customers. Free animated logo for the customers website with their logo order. First 100 business cards free with orders of over 500 cards. Free envelopes with all stationary branded orders. First 2 hours of film editing free with orders containing 10 hours or more of video tapes. One free 3D animation on flash website orders. Gift vouchers to customers for company referral orders made to Jabit Designs & Ideas.   Judy Beddoni 10th June 2008 Page 12 of 19 Marketing Plan Jabit Digital Designs & Ideas 3. Target Market Jabit Digital Designs & Ideas has three distinct customer groups which they will concentrate on:    Small-size companies: typically 1 to 10 employees. Medium-size companies with 10-30 employees. Charitable Organisations These companies started with a great idea that they have parlayed into an established company. They are now ready to step up to the plate and seriously compete in their market place. These companies, whether small- or medium-size companies, started with a valuable concept and have leveraged their original grassroots visual communication elements a bit too long to be competitive now. More than likely, they had Aunt Betty design the original logo and branding material. Now that they have matured into a larger company, it is not really appropriate or competitive to be relying on the original grassroots corporate identity. These companies are in need of the same level of quality as their competitors and are in need of a professional firm to take them to that next level. 3.1 Market Demographics The profile for Jabit Digital Designs & Ideas customer consists of the following geographic, demographic, and behavior factors: Geographics  Our immediate geographic target is the inner city of Sydney.  A 30 kilometer radius is in need of the services.  The total targeted number of companies is 10. Demographics  Small-sized companies ranging from 1 to 15 employees.  Medium-sized companies ranging from 10-30 employees.  Have been in business for several years.  Started as a small company with a good idea.  Ready to take the company to the next level. Behavior Factors  Have allowed a lot of the business activities to be done by amateurs or friends of the firm.  Have expanded at a rate that is hindered by their lack of employment of specific service professionals.  Operations have been kept on a somewhat small scale. 3.2 Market Needs Judy Beddoni 10th June 2008 Page 13 of 19 Marketing Plan Jabit Digital Designs & Ideas Jabit Digital Designs & Ideas is providing its customers with a wide selection of multimedia graphic design and visual communication services for established companies wanting to be taken to the next level of business competition. Jabit Digital Designs & Ideas seeks to fulfill the following benefits that are important to their customers:  Selection: A wide range of multimedia graphic design and visual communication services. Accessibility: All services will provided from Jabit Digital Designs & Ideas innercity-located office space. Customer Service: The client will be impressed with the level of attention that they receive. Competitive Pricing: Jabit Digital Designs & Ideas price structure will be competitively positioned.    3.3 Promoted Products and Services The products and services that will be promoted by Jabit Digital Designs & Ideas will be:  Interactive Flash Websites which will include: o 3D animation o Digital to Film service o videocasting and podcasting  Interactive elearning tutorials  Logo designs o Stationary and Business Cards  Video production and editing o Film to Digital service o 3D modeling from 3D digital images  Proofreading and copywrite services 3.4 Marketing Strategy The market segments will be targeted in a number of different ways. It must be noted that a graphics firm generates visibility and sales not through advertising, but through networking and client referrals. The marketing strategy will therefore consist of the following methods:  Networking: The networking will be based on leveraging the personal and professional relationships that I have developed after spending years in the industry. Ways of networking include sending out notecards to all acquaintances and periodically meeting with people to catch up. This also means finding out who this person knows within some of the target companies that Jabit Digital Designs & Ideas will likely try to turn into customers. Client Referral: A lot of business is derived through referrals. Some of the referrals will come through charitable organisations, some of the referrals will come from customers. Recognizing that referrals will be a good source of new customers, I will be in constant contact with charitable organisations. I will investigate the possibility of doing a small project pro bono for them. This will be done to let the charitable organisations view an example of Jabit Digital Designs & Ideas work. It will also provide a reason for these charitable organisations to recommend Jabit Digital Designs & Ideas. I will work very hard to satisfy all of these customers. By making sure that I exceeds their expectations, I will increase the likelihood that I will receive referrals from satisfied customers.  Judy Beddoni 10th June 2008 Page 14 of 19 Marketing Plan Jabit Digital Designs & Ideas  Targeted Customer Acquisition: This is the research and strategic formulation to attract a chosen company to become a customer. I will put together a list of 510 companies that would be excellent customers. Once these companies have been identified, I will devise a strategy to target these companies as customers by initially determining what value Jabit Digital Designs & Ideas can offer the company. Once this has been established, I will figure out who of my acquaintances might know someone from the targeted company and try to arrange some sort of meeting. Eventually, the goal is to be able to meet with the decision maker of the company and present them with a portfolio of my past work as well as the proposed value I can offer this company. 4. Objectives The following are the smart objectives that Jabit Digital Designs & Ideas would like to achieve after one year: 4.1   Marketing Objectives Increase visibility, evidenced by an increase in unsolicited requests for service. To increase number of new small to medium company clients from the innercity area by visiting 10 businesses over the next 3 months. After year one, generate at least 30% of new business each quarter from referrals. To increase exposure of Jabit Digital Designs & Ideas by doing probono work for charitable organization every 2 months. To increase exposure of Jabit Digital Designs & Ideas by having press releases published in the local newspapers and magazines monthly.    4.2    Financial Objectives Maintain positive, steady, growth each month. Reach profitability by the end of year one. Continue to decrease the variable costs associated with serving a project. Judy Beddoni 10th June 2008 Page 15 of 19 Marketing Plan Jabit Digital Designs & Ideas 5. Implementation Tactics Marketing Mix Jabit Digital Designs & Ideas marketing mix is comprised of the following approaches to Products and services, pricing, distribution and promotion. My experience has proven that the most significant factor in acquiring new clients is a direct result of referrals from my existing client base. In 2007, more than 80% of my new clients directly or indirectly resulted from a referral by an individual or business client. Client retention is essential. Receiving referrals from them will determine my success or failure. People ask other people they know, trust, and share a similar financial position to tell them what Design business to use. It is as simple as that. Our marketing mix will consistently work to optimize the volume and quality of those referrals. 5.1 Products (and Services) Jabit Digital Designs & Ideas provides the following products and services with the latest computer equipment and software programs available:            Logo designs Stationary and Business Cards Interactive Flash Websites Film to Digital service Video production and editing 2D and 3D digital animation 3D modeling from 3D digital images Digital to Film service Videocasting and Podcasting Interactive elearning tutorials Proofreading and copywrite Customer Service:  Excellent, personalized, fun, one-of-a-kind customer service is essential.     This is perhaps the only attribute that cannot be duplicated by any competitor. No expenses will be spared to achieve total customer satisfaction. This strategy will be pursued, regardless of the impact of short-term profits. The reason for this is that total customer satisfaction is the recognition that this will ensure long-term profitability. Judy Beddoni 10th June 2008 Page 16 of 19 Marketing Plan Jabit Digital Designs & Ideas 5.2 Pricing Jabit Digital Designs & Ideas pricing scheme will be based on a per project fee that will be calculated by forecasting the number of hours required to complete the project as well as any additional resources needed. Additional charges will be need to be met if the customer requires any changes in the project production phase of their product. 5.2.1 Advantages The product could be completed ahead of schedule leading to a profit for Jabit Designs & Ideas. Disadvantages Stipulating a set number of hours to complete a product for a customer at a set hourly price could work out at a loss in income for Jabit Designs & Ideas if time to complete the product is extended due to changes by the customer. A clause should be included in the contract stating additional charges to be met by the customer for all changes required. 5.2.2 5.3 Place In fact, while the Internet is playing a major role in changing product distribution and is perceived to offer more opportunities for reaching customers, online marketers still face the same distribution issues and obstacles as those faced by offline marketers. In order to facilitate an effective and efficient distribution system many decisions must be made Jabit Digital Designs & Ideas products and services will be distributed either from the innercity located office or through transfer of the work product via the Internet. This also depends on the type of product or service required as a demonstration may be essential on completion for some sustomers thus requiring a personal visit to the customers place of business. 5.4  Promotion Free Advertising: Sending notes or postcards to current and past clients with a request to pass Jabit Digital Designs & Ideas contact details on to their business friends. Word-of-mouth referrals are essentially free advertising for Jabit Digital Designs & Ideas. Not only is it free, but it’s actually more effective than just about any other type of advertising we can do. Public Relations: I will be in constant contact with charitable organisations. I will investigate the possibility of doing a project pro bono for them. This will be done to let the charitable organisations view an example of Jabit Digital Designs & Ideas work. It will also provide a reason for these charitable organisations to recommend Jabit Digital Designs & Ideas in their publicity via newsletters. thus generating new customers. The goals of these activities are to enhance Jabit Digital Designs & Ideas corporate image and company reputation, foster goodwill and understanding, create and maintain a long term business relationship. Personal Selling: The most successful activities will be a comprehensive networking campaign, as well as a targeted customer acquisition system. Through networking and client referals I will research and contact future customers and arrange meetings. After these initial meetings with the client we write a business proposal based on the client’s requirements.   Judy Beddoni 10th June 2008 Page 17 of 19 Marketing Plan Jabit Digital Designs & Ideas 6. Evaluation of Results The purpose of Jabit Digital Designs & Ideas marketing plan is to serve as a guide to the business success. 6.1 Success Criteria The following will be monitored and measured as to its success:  Increase in customer base.  Increase in revenue.  Increase in repeat orders.  Satisfaction with customer service.  Decrease costs in servicing projects.  Increase in referrals 6.2 Performance Monitored The following areas will be monitored to gauge performance:  Revenue: monthly and annual.  Expenses: monthly and annual.  Repeat business.  Customer service. 6.3 Contingency Planning Difficulties and Risks:  Problems generating visibility.  Difficulty landing larger projects that will significantly aid cash flow.  The refocus of a competitor on the same target segment that Jabit Digital Designs & Ideas has chosen. Worst Case Risks May Include:  The inability to reach profitability.  Having to liquidate equipment to cover liabilities. Judy Beddoni 10th June 2008 Page 18 of 19 Marketing Plan Jabit Digital Designs & Ideas 7. References Website Michele Determan -http://www.determan.net/michele/markethome.htm (accessed 8th June 2008) Article Principles of Marketing - http://www.knowthis.com/tutorials/principles-ofmarketing/distribution-decisions.htm (accessed 8th June 2008) Article Promotion Decisions - http://www.knowthis.com/tutorials/principles-ofmarketing/promotion-decisions/2.htm (accessed 8th June 2008) Article Promotion Ideas - 28th Nov 2007http://www.allgraphicdesign.com/graphicsblog/2007/11/28/120-self-promotion-ideasfor-graphic-designers-freelancers-free-or-almost-free/ (accessed 10th June 2008) Article Creative Marketing - 15th April 2007http://www.allgraphicdesign.com/graphicsblog/2007/04/15/creative-marketing-ideasfor-graphic-designers/ (accessed 10th June 2008) Judy Beddoni 10th June 2008 Page 19 of 19