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A Marketing Plan

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									Created by glenn.drew5a46f5e8-c710-48ae-8160-fe2041b222bc.doc11/7/2009 5:08:00 PM


A Marketing Plan

The following is a recommendation for a new approach to marketing. The idea is based
on following a specific matrix and includes debriefing of actions taken during each event.

The marketing matrix is the tool to use to track the marketing process and for reporting
purposes. It is the means by which we will measure progress and determine what works
and what does not. Remember the goal is new residence in the community.

The process consists of a marketing tour and visits and has these four elements:
       Planning
       Implementation
       Debriefing
       Follow Up

Each marketing visit will consist of these four elements:
      Introduction – WHO you are; provide a business card, hand shake, etc.
      Sales materials – WHAT we are talking about, picture of the building, flyer
      Message – WHY they should be interested; taking care of family, referral fee
      Closing – WHEN, get a commitment for a visit, have a meal and tour

Once a marketing visit has been completed a debriefing is done to recount what took
place. These notes must be entered for each visit by creating a “notes” entry beside each
name. If a follow up is warranty or not must be determined at that time and a ranking
given of (1) = Hot; (2) = Warm; (3) = Cold; (4) = No Go. These numbers will be used in
the matrix to sort for the next follow up tour. A ranking of (0) is entered for all that have
NOT been visited so all new entries receive a ranking of (0).

If follow up is warranted a decision must be made if it is by phone or another marketing
visit is needed. If a visit is decided it must be scheduled for another marketing tour.

Once the marketing tour is completed and the marketing team has returned to the office
the notes are handed over and a short debriefing takes place between the 2 teams. The on-
duty office team will start the review to determine what the next marketing tour will
consist of and to prepare their list. You go back to the planning stage.

If a DI is generated during the marketing tour they are to be handed over to the on-duty
office team on arrival back at the office. This team will then enter them into the HQ
computer and update the marketing matrix. Each DI will receive the matrix ranking.

The marketing matrix process is a constant input process starting with new entries from
outside sources, such as the Yellow Pages, and from new entries as the results from the
marketing tour. Sorting the matrix will provide a constant list of new leads to follow for
each future marketing tour.




                                         Page 1 of 2
Created by glenn.drew5a46f5e8-c710-48ae-8160-fe2041b222bc.doc11/7/2009 5:08:00 PM


This marketing process requires detail planning and implementation. At first we will go
through a trial and error period where fine tuning all aspects will be needed. However,
concentration on finding new residences is the goal. Stay focus on the goal.

The steps are:

1. Planning
   1.1. This step starts with developing the matrix which is a spreadsheet that identifies
        the target(s). See the attached Marketing Matrix spreadsheet.
   1.2. The target list is developed from the Yellow Pages or other similar devices. Once
        an address and phone number is identified the location needs to be established.
        The marketing tour will be done by zip code.
   1.3. The objective now is to get a contact name and number. The idea here is to find
        an influencer who can “spread the word” (like a manager of a business).
   1.4. The matrix consists of a list of names to visit. The tour must be planned to allow
        for the most stops in the least amount of time and area covered.
2. Implementation
   2.1. The tour should be conducted by a management team. This will provide for
        better safety and an improved sales presentation and opinion of results.
   2.2. The morning on-duty team plans their trip, sets their priorities and starts their
        tour at 11:30 when the 2nd team comes on-duty and work through the afternoon
        period.
   2.3. The teams will rotate depending on the morning on-duty team.
   2.4. The message is important and is based on the latest incentive programs available.
   2.5. Next, you should offer the complementary meal card to have “breakfast”.
        Breakfast is important because it is better to have a tour when there is less traffic
        in the building; however, any meal is OK.
   2.6. The information about the community is of course part of the message.
3. Debriefing
   3.1. This process is critical to the plan and must be written in detail. It must describe
        the person, the reception given to you throughout your presentation, questions
        asked and answered such as personal information that can be asked without being
        to intrusive, for example, family, church, other organizations that can be
        contacted.
   3.2. The details in the debriefing must be recorded in such a manner that allows any
        other person to determine what the next step should be.
4. Follow Up
   4.1. Each marketing visit must be graded in a way to determine if a follow up is
        warranted. The debriefing notes will help make that decision.
   4.2. All marketing visits must be accounted for and included in future planned events
        in the building no matter the initial visit results.
   4.3. Ranking each visit is very important. All “3-cold” calls are not discarded but
        used for a return by a different team at a later time. The “No Go” means dead or
        similar condition for example, requires medical care. There is no need to return.




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