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MARKETING PLAN

VIEWS: 77 PAGES: 47

									                          MARKETING PLAN
                           For: Charles Montgomery @ NWeSource




                 The customers will be the number one priority within NWeSource.
How the company will attract and retain customers is the number one priority within this marketing plan.

                                                                          Lana, Stephanie and Ingvill, 2009




                          By: Colour M and Montgomery Marketing
        EXECUTIVE SUMMARY
Montgomery Marketing and Colour M are proud to submit NWeSource’s Marketing Plan. The goals of this
marketing plan have been developed as part of this involved process. Interviews with the founder of
NWeSource, Charles Montgomery, along with the research conducted in regards to this marketing plan have
resulted in the following goals:

                          Increase gross revenue
                          Increase customer satisfaction
                          Analyze frequency and quality of customer communication
                          Increase perceived value
                          Services and systems will be analyzed to ensure that they add value the customers
                           can see

The process leading up to the completion of this plan has been an involved one, including preliminary
research, segmentation research, identification of an ideal target market, identification and selection of
strategic tactics to fit this target market, and ending in the creation of an implementation timeline and
accompanying cost analysis that is tailored to the goals of NWeSource.

The general research conducted involved an overview of NWeSource, the web development / web marketing
industry, industry trends, demographic trends, and an economic forecast. Located in the appendix of this
document is a competitor analysis that has been used to identify and assess several tactics found in the
Recommendations sections.

The general research preformed for this Marketing Plan was used to develop a SWOT analysis as well as the
marketing goals, which are specific to NWeSource. These tools were critical in the identification of potential
target markets to be further researched: Existing Businesses, The Baby-Boomer Entrepreneur, Industry
Niche, Do-It-Yourselfers. After the initial research for potential target markets was completed, and an
interview was conducted with Mr. Montgomery to assess an appropriate fit for a single target market. Do-It-
Yourselfers were chosen as the primary market for NWeSource.

Continued research of the Do-It-Yourselfer target market led to the understanding that this group is made up
of two separate and prolific demographics: Baby Boomers and Generation Y. After careful consideration, and
yet more research, Do-It-Yourselfers who fall into Generation Y were decided to be the primary focus for the
Main Concept which defines the strategy that is used for all tactical decisions in the resulting Marketing
Strategy.

In terms of specific marketing efforts, there should be a balance between the attempts to retain clients
(internal marketing) and gain clients (external marketing). However, it is important to understand that
internal marketing often leads to affirmative word-of-mouth, and therefore, has a positive impact on external
marketing. Throughout this plan you will find recommendations for both internal and external marking
including strategic communication, internet marketing, and referral and retention programs. Each program
includes a description and estimated cost of implementation.
The implementation summarizes the 19 tactics (individual summaries found in the appendix) and includes an
implementation timeline. The timeline lays out the frequency and approximate week (out of a 52 week
timeline) that each program should be implemented. The types of programs recommended vary: one time
implementation programs, ongoing programs, seasonal programs, quarterly programs, monthly programs,
and annual programs.

The implementation outlined in this plan is ideal but reasonable: the costs of the total plan have been
designed to meet the financial abilities of NWeSource but exceed expected revenue. The cost of
implementation is found in the Cost Analysis Table. The Cost Analysis calculates the total cost of the
Marketing Plan over a 52 week period totaling to $11,143. Also calculated is the necessary increase of
transactions (using current average sales numbers of $480), which equals an increase of 6.45 transactions
per month to finance the increased costs associated with the implementation of the full plan.

These are recommendations, and while it is the belief that full implementation will result in positive net
revenue, modifications for this plan are happily discussed. Upon any agreement that Colour M/ Montgomery
Marketing are to implement tactics outlined in this plan, further research and pricing will be made available.




                                                                                                             iii
                                                                                                CONTENT
         Executive Summary .............................................................................................................................................................................. ii

             Content ................................................................................................................................................................................................. iv

Introduction ....................................................................................................................................................................................................... 6

Situation Analysis ............................................................................................................................................................................................ 7

    R e s e a r c h ............................................................................................................................................................................................ 7

         Business Overview ................................................................................................................................................................................ 7

         Identifying Current Customers........................................................................................................................................................ 7

         Industry Trends ..................................................................................................................................................................................... 8

         Economic Forecast ................................................................................................................................................................................ 8

         Demographic Trends ........................................................................................................................................................................... 8

    C u r r e n t / P a s t C l i e n t s ................................................................................................................................................ 9

    S W O T A n a l y s i s .....................................................................................................................................................................10

    M a r k e t i n g G o a l s ...............................................................................................................................................................11

Market Segmentation ..................................................................................................................................................................................12

    E x i s t i n g B u s i n e s s e s ..................................................................................................................................................12

             Needs....................................................................................................................................................................................................12

             Segment’s Concerns .......................................................................................................................................................................12

             Targeting Strategies ......................................................................................................................................................................12

             Segment Challenges .......................................................................................................................................................................12

    T h e B a b y - b o o m e r E n t r e p r e n e u r ........................................................................................................13

             Needs....................................................................................................................................................................................................13

             Segment’s Concerns .......................................................................................................................................................................13

             Targeting Strategies ......................................................................................................................................................................13

             Segment Challenges .......................................................................................................................................................................13

    I n d u s t r y N i c h e ....................................................................................................................................................................13

             Needs....................................................................................................................................................................................................13

             Segment Concerns ..........................................................................................................................................................................14

             Targeting Strategies ......................................................................................................................................................................14
                                                                                                                                                                                                                     iv
             Segment Challenges .......................................................................................................................................................................14

    D o - i t - Y o u r s e l f e r s ..........................................................................................................................................................14

             Needs....................................................................................................................................................................................................14

             Segment Concerns ..........................................................................................................................................................................14

             Targeting Strategies ......................................................................................................................................................................14

             Segment Challenges .......................................................................................................................................................................14

             Positioning Statement ..................................................................................................................................................................15

             Branding Concept ...........................................................................................................................................................................15

Marketing Strategy: Gen Y does it themselves .................................................................................................................................16

    R e c o m m e n d a t i o n s ..........................................................................................................................................................16

         Main concept .........................................................................................................................................................................................16

         Strategy: New Clients .........................................................................................................................................................................18

         Customer Relations ............................................................................................................................................................................18

         Advertisement ......................................................................................................................................................................................20

         Public Relations ....................................................................................................................................................................................24

         World Wide Web .................................................................................................................................................................................27

         Strategy: Client Retention ................................................................................................................................................................31

         Customer Relations ............................................................................................................................................................................31

         Public Relations ....................................................................................................................................................................................34

         World Wide Web .................................................................................................................................................................................35

    C o s t a n a l y s i s ..........................................................................................................................................................................37

Conclusion ........................................................................................................................................................................................................40

References ........................................................................................................................................................................................................41

Appendix ...........................................................................................................................................................................................................42




                                                                                                                                                                                                                     v
                                         INTRODUCTION
This marketing plan has been produced upon request from Charles Montgomery to address a need
for a cohesive marketing strategy and executable plan to assist with reaching NWeSource’s objectives
of increasing customer satisfaction, transparency, perceived value, gross revenue and improved
communication. Over the course of compiling of this document, Colour M and Montgomery
Marketing conducted background research on NWeSource as well as the web design and internet
marketing industry. Three meetings with Charles Montgomery supported the findings of the
secondary research stage.

After the initial research of several market segments, four segments were presented to NWeSource.
“Do-It-Yourselfers” were identified as the ideal target market as narrowed through the research and
development of the marketing plan. The recommended strategies, tactics, and timeline presented
were developed based on thorough research of the target market as well as NWeSource’s goals,
resources, competition, strengths, weaknesses, threats and opportunities.

The section titled “Marketing Strategy” includes recommended short term actions as well as long
term vision that reaches and speaks to the target market. The tactics that support the “Marketing
Strategy” have been divided into two categories, new client tactics and client retention tactics, this
plans attempts to attract new clients while encouraging retention. The cost analysis has been
developed to calculate the estimated total cost of implementation and measure the feasibility of this
plan. As the marketing plan has been developed with a focus on high return on investment (ROI), the
recommended tactics found in the implementation table and timeline are believed to be the most
cost effective for NWeSource.

NWeSource can best use this document as a roadmap for its marketing effort. The implementation
timeline, beginning in May of 2009, outlines the recommended tactics to be implemented over a 52
week period, noting start dates and frequency. However, no change will be made upon the delivery of
this marketing plan. The results will be seen after the strategies and tactics have been implemented
and appropriately followed through. Lana Sappa, Stephanie Cook, and Ingvill Montgomery’s
participation during the process leading up to the completion of this marketing plan has been vital.
Their continued engagement with the proposed marketing tactics will drive the success during the
implementation of this plan.




This document was created by Colour M and Montgomery Marketing LLC for NWeSource. It is not
intended for use by the public and is not to be sold or re-used in any way. Its sole purpose is as a
reference for NWeSource.



Disclaimer: The budgeted figures are estimates and are subject to change based on the quality of work, printing,
paper etc. Furthermore, the budget excludes the cost of additional labor related to the execution of any
marketing efforts. The marketing efforts listed below do not appear in a prioritized order.




                                                                                                              6
 SITUATION ANALYSIS


RESEARCH




   BUSINESS OVERVIEW
NWeSource is an all inclusive web marketing business. Transcending outdated business models,
NWeSource allows a diverse and talented group of graphic designers, savvy web marketers, and
technologically versed individuals to work together. NWeSource's mission is to help small businesses
around the Portland area develop their web presence. The NWeSource’s management works with a
multitude of industries, from automotive detailing to human relations management boutique
services.

The core competency of NWeSource is account management, bringing NWeSource employees and
contractors together to meet clients' needs. Web presence includes website development, search
engine optimization (SEO), web statistics and analysis, e-commerce set up, web hosting, online
marketing, and web advertising. NWeSource is a cost-effective resource that allows business owners
to reach new customers online.




   IDENTIFYING CURRENT CUSTOMERS
The primary market for NWeSource has been business owners that are predominately males
between the ages of 30 and 45. The companies are mostly sole proprietorships or limited liability
companies (LLCs) that have been in operation for over two years and consist primarily of labor
services. Half of NWeSource's clients did not have websites for their business when they sought the
services of NWeSource. Functionality and price are of great importance to this market.

Like NWeSource, many of their clients gain customers through referrals and networking; however,
these business owners have recognized the importance of having a web identity as people are
increasingly using the Internet to research and inquire about services.




                                                                                                      7
   INDUSTRY TRENDS
Three primary trends have been identified in relation to services provided by web consultants: using
social tools that will enhance search engine optimization including social bookmarking, social
networking, blogging, wikis, RSS feeds, and video feeds; providing a variety of e-marketing services
under the same roof including data management, search, transition, marketing, Customer Relation
Management systems, social networks, website reengagement, branded desktop applications,
analytics, podcasts, webinars, and mobile technologies; and offering web design that is compatible
with mobile platforms. It should also be noted that there is an increasing demand for content
management systems. Five of the eleven NWeSource competitors that were looked at in the
competitive analysis offered some kind of Content Management System on their website (See
Appendix).




   ECONOMIC FORECAST
Where you find losers you'll find winners. As layoffs and hiring freezes abound, many small
businesses close leaving the rest to compete or go out of business. This has resulted in spending that
reflects a “biggest bang for your buck” attitude. Small businesses are always sensitive to their
expenses, but economic uncertainty and a reduction in demand increases their willingness to shop
around.

During the last six months there has been a trend where businesses have changed their marketing
dollar from print advertising to online marketing. This trend is expected to endure: as small
businesses usually do not have an in-house IT department, they turn to consultants to create and
improve their websites, web presence, and implement online marketing strategies.




   DEMOGRAPHIC TRENDS
As many NWeSource clients exemplify, entrepreneurship is on the rise. According to MSNBC, as of
2009 there are over 15 million new small business owners in the US and of those, 8 million are from
the baby boomer generation. This populous generation, is now taking their talents solo. Baby
boomers have begun their exit from corporate business and are looking to run their own businesses
rather than retiring.

“Choice, control, clarity and community—are what matter most to the group as they evaluate and
make decisions related to new technology” (O’Neill, 2008). Networking and allowing these
consumers to feel they are in control is key when working with this group. They are likely to take a
friend’s recommendation and feel comfortable about collaborative work. Also to be noted, this group
cares about their local community, and therefore, supports local businesses. Doing business with
people they can have a face-to-face conversation with is also important to them.




                                                                                                      8
The other portion of the 15 million new businesses are predominantly Gen Y’ers, a collection of Do-
It-Yourselfers. This more recent younger crowd that have decided they don’t want to work for
someone else, and instead are seeking out creative new privately-owned ventures. This group is
much like the Baby Boomers, their parents, and they are especially sensitive to typical marketing
tactics and also like control, clarity and have a deepened sense of local community.

Of US’ small businesses, 56% lack websites. Most of those that have websites are not capitalizing on
the capabilities of their website to generate leads. It is expected that these businesses will realize
how important it is to have an online presence as the popularity of using the Internet for business
research is increasing.




CURRENT/PAST CLIENTS

Carpet Cleaner                                                Financial
    Checkmate Carpet Cleaner                                  123 We Change Lives (credit approval)
    Carpet Cleaner Trade Secrets                              Futures Intel (financial portfolio
    Triple Crown Carpet Care                                  management/investment consultants)
    Mountain View Carpet Care                                 Windsor Annuity Company (life
    Extreme Carpet Cleaners                                   insurance)
                                                              Option Arms Refinance (debt
Cars                                                          consultants)
       Details by Mark*2 websites
       Extreme Mobile Detailing                         Web
       99 EastMotors Karz                                     NW Business Links (business
                                                              networking)
Hands On                                                      Net Traffic Management
    JNR Industries (exterior home                             Invenia Design (programming and
    cleaning)*2 websites                                      managing web projects)
    United Plumbing LLC                                       The Local PC (computer assistant)
    Roofing the Gorge                                         I Think Ads (advertising consultant for
    Bernard Painting Inc.                                     internet WebDesign Consultation
    Winter Green Landscape (landscaper)                       (Charles)
    Home Concrete and Bricks (stone and                       SEO Checkup (updating peoples SEO)
    brick masons)                                             (Charles blog)
    Applied Politech (polymer technologies)
    AAA Action Triple Services (home                    Other
    restoration)                                            HR Support Services
    Portland Oregon Roofing                                 Designs of All Kinds (uniform people)
    Contractors/HandB roofing                               Dyno Dent (dental service-lab)
    Cerothers Tire Shop                                     Bird Hut Inc. (bird retail)
    Town and Country Glass (windows,
    doors etc)
    Western State Abroculture (tree
    consultants etc.)
    Portland Lawn Service (lawn-
    landscaper)

Store Fronts
     Sherry Weitzel Interior (interior
     decorator-store and design consultation)

                                                                                                         9
SWOT ANALYSIS

TABLE 1: SWOT ANALYSIS

                  Strengths                                       Weaknesses

      Current network of contractors and              Time management
       clients                                         Lack of systems/processes (not aligned
      Charles’s likable and inspiring                  with clients needs/wants)
       personality                                     Lack of transparency
      Local clients                                   Lack of professional office facilities
      Charles communicates well with the              Local market saturation for certain
       blue collar segment                              industries (because of potential conflict
      Experience with: carpet cleaning, car,           of interest)
       blue collar businesses (see current client      Websites appear cluttered and can be
       list)                                            overwhelming
      Account management                              Broad product/service portfolio (could
      Broad product/service portfolio (Could           also be strength)
       also be weakness)                               Lack of content management system
      NWeSource’s all encompassing structure
      Designs unintimidating accessible
       websites for low tech industries (could
       be a weakness)
      Live Design
      Use of wordpress


                Opportunities                                        Threats

      Expansion of service area                       Increased competition
      Professional office setting                     Do-It-Yourselfers
      Expansion of services                           Economic conditions
      More focused product/service range              Bigger and better agencies
      Offer targeted industries websites
       globally
      Adopt a more targeted marketing
       strategy
      Offer the latest in technology




                                                                                                    10
 MARKETING GOALS

The goals of this marketing plan are as follows:

       Increase gross revenue
       Increase customer satisfaction
       Analyze frequency and quality of customer communication
       Increase perceived value
       Services and systems will be analyzed to ensure that they add value the customers can see




                                                                                                    11
 MARKET SEGMENTATION


EXISTING BUSINESSES

Existing businesses, as opposed to start-ups have been in business for one or more years. An established
business is believed to be in a better financial situation than a startup, and therefore, have the necessary
finances to pay for web services. Only 44% of existing businesses have a webpage and many of the businesses
that have existing websites need to continuously improve their website to maintain their web presence.
These businesses commonly lack marketing and/or IT departments. This segment encompasses many
industries.

                                                   NEEDS

       Integration of web marketing into existing strategies and practices.
       Specialized services including shopping carts, interactive calendars/scheduler, live inventory
        tracking, etc.
       Website development and web presence that reaches and speaks to their target market.

                                         SEGMENT’S CONCERNS

       Communication
       Price
       Sensitive to timelines

                                        TARGETING STRATEGIES

       Mass marketing strategies such as SEO, paid advertising, and networking.

                                         SEGMENT CHALLENGES

       Current practices may not have a cohesive marketing strategy for the most successful website
        implementation.
       ‘Existing Businesses’ is a broad segment which will increase challenges associated with effectively
        reaching customers.
       Strengthened economy may have a negative impact on the quantity of existing businesses that do not
        employ full IT and/or marketing departments.




                                                                                                         12
THE BABY-BOOMER ENTREPRENEUR

Males and females, from their 50’s to their late 60s, who have retired, or partially retired, and have started, or
are about to start, a business. These individuals make up over half of the over 15 million entrepreneurs in the
United States. This segment views their businesses as an investment and they typically choose to develop
their businesses around topics they enjoy or have a talent for.

                                                     NEEDS

       Good communication – this segment may not have a thorough understanding of the web world and
        could need guidance.
       Collaboration – this segment needs to feel in control of all decision making processes.

                                           SEGMENT’S CONCERNS

       Lack of control with decision making processes both online and offline.
       Flexible scheduling that fits their lifestyle.

                                          TARGETING STRATEGIES

       Find lists of new businesses and directly market to them.
       Stay local, go from (business) door-to-door. The local community is important to this segment.

                                       SEGMENT CHALLENGES

       This segment is likely to be Do-It-Yourselfers and/or want to be highly involved with the
        development of the website design.
       Some people within this segment are expected to be information savvy – testimonials are likely to be
        important to them.




INDUSTRY NICHE

Target an industry such as carpet cleaners (or other industry such as lawyers, health providers, car dealers,
etc.) across the US. These people will be searching for a web designer that knows what a good website for
their industry would look like and contain. For the purpose of this exercise carpet cleaners have been used to
represent a potential industry niche.

                                                     NEEDS

       Industry specific deliverables: personalized quotes, virtual calendars, financial calculators, etc.
       Differentiation from competitors in saturated markets.
       Simple and cheap websites with basic information regarding hours of service, contact details, place
        for potential and/or existing clients to schedule appointments, contact form etc.
       SEO specific for carpet cleaning.



                                                                                                               13
                                           SEGMENT CONCERNS

       Price.
       Effectiveness of working remotely.

                                        TARGETING STRATEGIES

       Offer industry specific website expertise.
       Create a separate website to market to this segment.
       Advertise in industry specific publications.

                                         SEGMENT CHALLENGES

       Limited face to face communication
       What is the number of searches for ‘carpet cleaner website development’




DO-IT-YOURSELFERS

Hands-on entrepreneurs that need a website. They do not want to be dependent upon a designer to make
changes to their website. They believe that learning how to create and develop their own websites is worth
their time as they can then be in control of the design as well as change the website overtime. They learn
quickly, take community classes, are excellent researchers, and are very resourceful.

                                                   NEEDS

       Transparent systems.
       They want to be in charge of the site when it is done.
       Responsiveness to their questions and concerns.

                                           SEGMENT CONCERNS

       Uncertain about the reliability of services.
       May not see the value of the service provider.
       This segment is afraid the web designer will not listen to them or understand their needs in regards
        to the website.
       They are afraid of losing control of their most important marketing tool.

                                        TARGETING STRATEGIES

       Strong communication structure.
       Provide them with the tools and support they need to manage their own website.

                                         SEGMENT CHALLENGES

       High levels of collaboration and communication are time intensive.


                                                                                                             14
                                       POSITIONING STATEMENT
NWeSource offers personalized assistance that guides clients through the process of creating an effective
website which they have full control of.

                                          BRANDING CONCEPT
NWeSource creates complete web consultation from start to finish, including continued support with web
content.




                                                                                                            15
MARKETING STRATEGY: GEN Y DOES IT THEMSE LVES


RECOMMENDATIONS




 MAIN CONCEPT
     Do-It-Yourselfers are highly motivated entrepreneurs who feel they can do anything
     they set their minds to. As the largest group of entrepreneurs, Baby Boomers, slowly
     move towards retirement, Generation Y has begun to fill the gap. Generation Y has
     just begun to infiltrate this market. While both groups are viable candidates as a
     target market, strategies geared towards Generation Y have the advantage of
     longevity, enabling a strategy focused on long term relationships that secure client
     retention, encourage new client acquisition in the long run, and attract new vibrant
     talent to work with the NWeSource team.

     Generation Y’ers are increasingly entrepreneurial. This tech savvy generation has
     trended toward consulting businesses as it fits their skills and abilities while
     providing them with flexible schedules that fit their busy lifestyles.

     The technical ability of Gen Y’ers is high relative to other generations such as their
     predecessors, Generation X. Having grown up with computers, they are excellent
     users, applying their skills to everything from online networking groups to
     researching school, consumer goods, businesses, reviews, etc. While they are certainly
     “computer savvy” they are not necessarily knowledgeable about programming or the
     capabilities of hardware and software. However, heavy Internet usage has lead to
     skepticism regarding online marketing: they can spot frauds, they are unwilling to
     dredge through unorganized websites, and they have a low tolerance for spam and
     pop-up windows, exemplified by the popularity of spam filters and pop-up blockers.

     While a strategy geared toward Generation Y is expected to be a strategically good
     move at this point, like any marketing strategy, it is not without challenges. Gen Y’ers
     are a skeptical group opposed to being marketed to. While they may not have the
     technical ability or the time to develop websites the way they’d like, their need for
     control make them reluctant to hand over the project to professionals.

     With these challenges in mind, all communication and marketing efforts geared
     toward Generation Y should consider the following:

                              Transparent processes
                              Low on jargon
                              Highly visual
                              Limited written content
                              Styles that are casual but direct


                                                                                                16
The remaining of this Recommendation section has been broken into two major parts:
first, the tactical section, which includes strategies for acquiring new clients and client
retention; and second, the implementation sections which includes an
implementation timeline and a cost analysis.
The tactics that follow are geared towards this main concept focusing on long term
growth through relationships built with Gen Y’ers. Again, taking into account their
concerns and style of communication. Other concepts that are incorporated into this
plan include increasing perceived value, clear communication, and charitable
acknowledgment.




                                                                                              17
                                   STRATEGY: NEW CLIENTS
While this strategy is geared towards attracting and acquiring new clients that fit the Generation Y, Do-It-
Youselfer profile, the objective is not to exclude customers who do not.




   CUSTOMER RELATIONS

                                       CUSTOMER INTAKE TEMPLATE

                                                     WHAT
                 Develop a document with specific questions to help identify a client’s actual
                 web needs rather than what the customer may think they want.

                                                         WHY
                 Generation Y is going to be more concerned with clarity throughout the
                 project. The template allows a quick and clear flow of information from the
                 customers to NWeSource. This saves time and provides NWeSource with a
                 system that can improve the communication process.

                                                         HOW
                 During the first consultation: ask the client prepared questions and have
                 them provide examples of websites they like. Have the customer answer
                 specific questions in regards to their expectations. Then draw up a plan that
                 can be used as a proposal and contract.

                                               ESTIMATED COST


TABLE 2: COST OF INTAKE TEMPLATE

Cost of                          Fixed Cost   Variable Cost    Cost per 500   TOTAL for 500
Creating a creating a template      $240                                         $240
Printing                                          0.05             $25            $25
TOTAL                              $240                            $25           $265

                                        NEW TYPES OF NETWORKING

                                                     WHAT
                 Seek out Gen Y meeting groups and host an event. People find it more
                 difficult to turn away an actual person rather than ignore an email or a
                 marketing piece. If potential customers have a face to put with an
                                                                                                               18
                 organization and a friendly reminder email or phone call, they are much
                 more likely to feel an obligation to return an inquiry or message.

                                                      WHY
                 One of NWeSource’s strengths is the face-to-face contact with customers.
                 NWeSource has already consistently committed time to networking. As this
                 has been a successful tactic, this success should be leveraged but with a
                 focus on reaching a younger demographic.

                                                      HOW
                 Contact organizers to identify that the group is for younger contractors and
                 entrepreneurs. Attend networking events that match your target market,
                 take note as to what the demographics are for the group, and the reasons
                 people are there. Make sure you are a good match for the group and that
                 they are your ideal customers before deciding to attend again.

                 Hosting your own meet-up group can also be a great way to network. Hold a
                 networking event for NWeSource contacts and potential customers.
                 Encourage them to bring a friend. This networking event may lead to leads
                 for your contacts as well as for NWeSource.

            Recommendations for Gen Y Networking groups which should be further researched:
                                PDXMindShare

                                MeetUp

                                Oregon Council for the Humanities

                                Young Professionals Portland

                                Young Leaders Society of United Way

                 Think outside of the box: there are many other social business activities
                 (non-profit fundraisers to sales solicitations) that are doorways to great
                 people and successful entrepreneurs.

                                               ESTIMATED COST
TABLE 3: COST OF ARRANGING NETWORKING EVENT

Cost of               Fixed Cost   Variable Cost for person   TOTAL for 100 people
Space for the event      $500                                         $500
Event coordination       $335                                         $335
Food/beverage                                $7                       $700
TOTAL                   $835                                         $1,535




                                                                                                19
                        BUILDING SMALL BUSINESS CENTER RELATIONSHIPS

                                                  WHAT
                Offer to teach workshops and classes at small business centers.

                                                   WHY
                These are the places that young (and mature) business owners often go to
                contemplate preparation for the start of their new business ideas—the best
                place to market NWeSource.

                                                   HOW
                Network at workshops and maintain relationships with counselors working
                at the centers as they can potentially recommend NWeSource to their
                clients.

                Recommended starting points:

                               SCORE
                               the BIZ Center
                               SBA
                               OAME

                                              ESTIMATED COST
No monetary cost is expected, only time.




   ADVERTISEMENT

                                           PRINT ADVERTISEMENTS

                                                  WHAT
                Place paid advertisements in local newspapers.

                                                   WHY
                Advertisements should be used to generate leads and attract new clients.
                Most web development companies focus on their ability to be found on the
                web. Instead of spending time and resources on the never ending battle to
                be number one on Google’s search, focus on building the brand through
                traditional media. This is a localized approach, particularly gaining
                favoritism with Generation Y’ers intentionally doing business with local
                business.



                                                                                             20
                                                       HOW
                 Create a themed advertisement template. Make small adjustments to the
                 template and the message which should be communicated for the different
                 publications. A consistent ad will lead to brand awareness and retention.
                 Such advertisement should be targeted towards Gen Y Do-It-Yourselfers in
                 terms of the content in the ad and the publication used.

                 Business card size ads are recommended as they are low cost compared to
                 the bigger sized ads. Local publications such as the Sentinel should be used
                 as the rates are lower and the readers tend to pay more attention to ads as
                 they know that the advisements are for businesses in their neighborhood. It
                 is believed that local business owners read local newspapers because they
                 it is important to them to follow what is happening locally for it may impact
                 their business.




                                                 ESTIMATED COST
TABLE 4: COST OF PRINT ADVERTISEMENT

Cost of                             Fixed Cost    Variable Cost   TOTAL for Small Ad Published
Creation of one advertisement          $240                                  $240
Publishing in the Sentinel – 3 mo                     $257                   $257
Total                                 $240                                   $497



                                                      RADIO

                                                      WHAT
                  Create a radio commercial to be broadcast on appropriate radio stations. It
                 is important to diversify the advertising media as all potential new clients
                 are not reading the same publications or visiting the same networking
                 groups. This type of advertising has not been widely used among web
                 designers who mostly rely on SEO; therefore, there is a lot of opportunity in
                 using this medium.

                                                       WHY
                 54% of Gen Y listens to the radio. Time deprived Gen Y’ers and Do-It-
                 Yourselfers chose radio rather than printed publications to keep
                 themselves updated, facilitating their drive to multitask.

                                                       HOW
                 Create a radio commercial, contact radio stations such as 97.4, and discuss
                 strategies in regards to frequency and reach for your commercial in order
                 to come up with the best solution.




                                                                                                 21
                                                ESTIMATED COST
                   A meeting should be arranged with 97.4 Alternative Portland in order to
                   obtain proper advertising rates.

TABLE 5:COST OF RADIO AD

Cost of                                Fixed Cost                     TOTAL of 30 sec radio
                                                                      ad
30 sec radio                           $141                           $141
ad

                                               PROMOTIONAL CARD

                                                       WHAT
                   Create an informational card about NWeSource and its services. This card
                   will be used as an extended business card and act as a reminder and sales
                   tool.

                                                       WHY
                   As most other business owners give out their business card, a larger card
                   makes NWeSource stand out in the pile of contacts. Educate current and
                   potential new clients about NWeSource and its services. Showing Gen Y’ers
                   a visual representation of NWeSource will trigger excitement and interest.

                                                       HOW
                   Design a card, print, and use it as a sales tool. The information on the card
                   should resemble that of a basic brochure.

                                                ESTIMATED COST
TABLE 6: COST OF PROMOTIONAL CARD

Cost of            Fixed Cost   500     1000   TOTAL for 1000 Cards
Creating a card       $240      $240    $240          $240
Printing of card                $100    $125          $125
TOTAL                $240       $340    $365          $365

                                                    DIRECT MAIL

                                                       WHAT
                   Send direct marketing material to new Portland businesses. Direct
                   marketing is a relatively inexpensive way of targeting business owners.
                   Mailings can be sent as needed, creating a somewhat controllable stream of
                   new clients.




                                                                                                   22
                                                    WHY
                Using direct marketing will diversify the ways NWeSource obtains new
                customers.

                                                    HOW
                Design and print a post card which will speak to the target market. The card
                should include a special offer in order to boost response rate.

                Obtain lists of new (and old) Portland, Oregon businesses. Such lists can be
                obtained several places. These are some cost effective alternatives:

                -   Secretary of State, Corporation Division sells lists which include the
                    contact information of all businesses that have registered with the State
                    for that month. The lists also include the businesses that have renewed
                    their business license. There are new lists published each month.

                -   WWW.QualityInfo.Org lets visitors pull up information regarding
                    Oregon businesses including their addresses. One can search for a
                    specific industry, location, and company size to get the most
                    appropriate list. A database with this information can then be
                    developed and used to send targeted direct mailings.

                -   WWW.DataDepot.Biz is an example of a company that specializes in
                    compiling lists for direct marketing; however, this is a much more
                    expensive alternative.

                If a considerable amount of direct mailing pieces will be sent the job should
                be outsourced to a direct mail company.

                                            ESTIMATED COST
TABLE 7: COST OF MAILING LISTS

Cost of                                                                                         TOTAL
Secretary of State mailing list (one month)                                                     $50
Secretary of State mailing list – edited and put in a excel workbook (Colour                    $60
M/MontgMarketing)
Quality Info                                                                                    Free




                                                                                                   23
TABLE 8: COST OF DIRECT MAIL CARD

Cost of            Fixed Cost   Variable Cost   500    1000   TOTAL for 1000 Cards
Creating a card       $240                      $240   $240          $240
Printing of card                                $100   $125          $125
Sending of card                     $0.27       $135   $270          $270
TOTAL                 $240                      $475   $635          $635




   PUBLIC RELATIONS

                                         INDEPENDENT WORKSHOPS

                                                       WHAT
                   Develop consistent a workshop to put on for entrepreneurs, contractors,
                   and clients.

                                                       WHY
                   Do-It-Yourselfers will be encouraged by the sense of support these
                   workshops will give them. Furthermore, it encourages long term
                   relationships between NWeSource and current clients. This is a good way to
                   make connections with young and aspiring entrepreneurs and contractors,
                   as well as find business owners who may find that they don’t have time to
                   do those things themselves.

                                                       HOW
                   Offer to teach a class on basic SEO, or a specialty of your choice. Schedule
                   meeting at low cost community centers where you can share your wealth of
                   knowledge. While this would require a bit of organization, it will lead to
                   new clients as you have demonstrated to potential new clients your skills
                   and are able to connect a face to NWeSource. Start up businesses are
                   particularly popular with the downturn of the economy, so now is a great
                   time to be soliciting small business owners.




                                                                                                  24
                                              ESTIMATED COST
TABLE 9: COST OF ARRANGING WORKSHOP

Cost of              Fixed     Variable Cost per    Cost 2 hour workshop with     Price per person to cover costs
                     Cost           person                  20 people                       (if charging)
Venue per hour                       $54                       $108
Event                $295                                      $295
coordination
Refreshments                           $5                      $100
TOTAL                $295             $59                      $503                             $25


                                              PRO BONO WORK

                                                    WHAT
                 Do something good for society while promoting the business. It is
                 recommended that NWeSource arrange a class for the unemployed and/or
                 under privileged youth. Such classes should inspire and teach the students
                 about business and website development. This pro bono project can lead to
                 favorable press coverage as well as honorable mention through partners.
                 This will create a favorable image of NWeSource in the mind of current and
                 potential clients, something which will increase customer loyalty.

                                                     WHY
                 Gen Y’ers are socially responsible and many ‘vote’ with their wallets by
                 choosing to do business with businesses that are socially committed.

                                                     HOW
                 Create a relationship with a non-profit, such as Birch Community Service,
                 located on 17780 NE San Rafael Street, in order to locate people who could
                 benefit from this educational event. Birch Community Services provides
                 several services to low income families in the area. They have a food box
                 program and offer classes on topics such as Excel and QuickBooks. A
                 computer training room is available at their facilities. NWeSource could
                 either do a onetime class or an extended long-term class. A onetime class
                 should motivate those attending to learn. Give them the tools and
                 inspiration to do something great in terms of computers and/or business. If
                 a long-term class is conducted, teach web design or basic programming. A
                 potential motivational award for the students can be that the person
                 developing the best website gets an internship with NWeSource. Give the
                 students a NWeSource diploma for having attended the course.

                 This project could potentially turn into a larger philanthropic project. Let
                 customers and the public know about NWeSource’s involvement with the
                 community and give clients and other contacts a chance to sponsor the
                 project. The project should be promoted through the newsletter,
                 networking events, and the NWeSource website. Furthermore, the press
                 should be contacted regarding the effort.


                                                                                                              25
                 As a partner of a non-profit, honorable mention of NWeSource may appear
                 on the partner’s website, in their marketing material, and during
                 conferences, etc. Furthermore, hours ‘billed’ for this project can be written
                 off towards the taxes he owes.

                 Birch Community Services: www.birchcommunityservices.org

                                              ESTIMATED COST
TABLE 10: COST OF PRO BONO PROJECT
Cost of                                                                      Fixed       Variable   TOTAL
                                                                             Cost        Cost
Time                                                                                     Donated
Material/access to computers                                                             Donated
Cost of time it takes to managing/coordinating the relationship with the                 Donated
non-profit
Press Release to spread the word (We will donate our time)                               Donated
TOTAL                                                                        $0                        $0
                                                                                                     +labor

                                                  CONTESTS

                                                    WHAT
                 Create contests, encourage people to attend and award the winner.
                 Involved customers spend more time interacting with the
                 company/website which means they are more likely than those not
                 interacting to develop a relationship with the business.

                                                     WHY
                 Gen Y’ers are believed to be an involved target market, and Do-It-
                 Yourselfers are also likely to get involved because of the chance that they
                 might get something for nothing.

                                                     HOW
                 Information regarding the contestants can be recorded and used for
                 marketing purposes. Announce the winner on the website and in the
                 newsletter. Ask the winner for a testimonial. See table below:




                                                                                                            26
TABLE 11: THE WHAT AND WHERE OF CONTEST

What                        Where                             Award                          Announce
                                                                                             Contest

Treasure hunt               At networking events              Online marketing               In networking
                            with Charles as guest             (Google ad)                    invitation7/
                            speaker                                                          At networking events

Enter to win                On website                                                       In marketing material




                                                                                             On the website




                                            ESTIMATED COST
                Cost of time spent arranging the contest, announcing it and executing the
                prize.

TABLE 12: COST OF AWARD

Cost of                                                Total Cost

Recommended Value of Prize                             $50




   WORLD WIDE WEB

                   GEAR NWESOURCE’S COMMUNICATION STYLE TOWARD GEN Y

                                                    WHAT
                Modify website(s) to effectively communicate with and attract Gen Y’ers.
                Answer their questions with a visual appeal and style that speaks to their
                preference for visual tools and limited content.


                                                                                                              27
                                                    WHY
                NWeSource can differentiate itself from competitors by focusing on
                networking and traditional media to attract new clients; however, those
                clients will be driven to www.nwesource.com for their first exposure to
                NWeSource’s policies and processes, examples of previous work, contact
                information, and who the company is and what they are about. Therefore, it
                is important that this page communicates well with the target market.

                                                    HOW
                        Use less text. Make the website clear and straightforward by
                         communicating the main message. Gen Y’ers have little patience for
                         information overload and usually scan through a website in a few
                         seconds. If there is too much to scan, they will move on, or they
                         may miss the main message. If the person browsing is interested in
                         further information this should be clearly available but be optional.

                        Use visual cues. Gen Y’ers often use visual cues to judge a business
                         or a product. Aspects such as trustworthiness and quality can be
                         expressed through visual cues. Anyone can say nice things about
                         their business, but do the visuals express those things?

                        As Gen Y’ers are turned off by visually unclear communication, the use of italic, bold,
                         and underlined type should be minimized.

                        Use a less formal design. Create a young, hip, and stylish look while
                         remaining professional. This will appeal to both genders of this
                         target market.

                        I-pod looking portfolios communicate well with this target market.

                        Hire an editor and/or marketer to assist with fine-tuning messages and make the
                         text flow.

                                             ESTIMATED COST
TABLE 13: COST OF HIRING A MARKETER OR EDITOR

Cost of                                          Variable Cost   TOTAL for two hours per month
Hiring a marketer/editor to fine tune messages        $30                     $60
TOTAL                                                                         $60

                                     ATTRACT GEN Y CONTRACTORS

                                                    WHAT
                Attract Gen Y’ers to the NWeSource team of contractors. Give them a face
                through NWeSource.




                                                                                                             28
                                                    WHY
                A larger workload will require more workers. Using Gen Y’ers as
                contractors will make it easier to create products attractive to Gen Y’ers as
                they know what this group wants.

                                                    HOW
                Rather than trying to attract workers through the website, try attracting
                them where they are looking for work such as on Craigslist. Go to
                networking events for people in the creative industry to find potential
                contractors. Try finding new partners through creative forums, and
                networking events for college/high school graduates. The venue approach
                will depend on the skill set NWeSource will be looking for. Alternatively add
                an ‘Employment’ link to the website. This is clear and straightforward.

                Furthermore, add a ‘Who Are We’ page to the website. This site should
                contain a profile of the people on the NWeSource team. This should be done
                as Gen Yers are eager for the attention this brings.

                                             ESTIMATED COST
TABLE 14: COST OF CRAIGSLIST AD

Cost of                    Variable Cost   TOTAL
Craigslist employment ad   $25              $25
TOTAL                      $25              $25

                           COMMUNICATE WEBSITE DEVELOPMENT PROCESS

                                                   WHAT
                Communicate to potential clients visiting nwesource.com what the website
                development process will include, how it will proceed, what is expected of
                the client, and what the client can expect from NWeSource.

                                                    WHY
                Generation Y'ers feel more comfortable if they have an understanding of the
                "big picture" before they break processes down into smaller steps.
                Furthermore, this information will eliminate initial ambiguity regarding the
                process. Ambiguity regarding the website development process is a
                primary concern for Do-It-Yourselfers.

                                                    HOW
                Add a page to the website called ‘How it Works’. This page should include
                the following headlines and a description of the phases: Initial consultation.
                Phase I: Graphic design. Phase II: Approval for site layout. Phase III: SEO
                planning (if appropriate). Phase IV: Production, testing and editing. Phase
                V: Delivery and training -- must be modified to the actual processes of
                NWeSource.

                                                                                                 29
                             ESTIMATED COST
No monetary cost is expected, only time.

      COMMUNICATE LIVE DESIGN AND WORDPRESS OPTIONS

                                    WHAT
Demonstrate to potential clients visiting the website how they can be
involved or lead the design of their website through Live Design and
Wordpress.

                                     WHY
Introducing potential new clients to the concept of Live Design and
Wordpress at an early stage is beneficial as it could be a selling point for the
Gen Y Do-It-Yourselfers who want clear communication, transparency, and
control.

                                     HOW
The Live Design and Wordpress features can be demonstrated through a
demo video, screen shots or a username and password can be made
available for people to try out and explore Live Design on their own.

                             ESTIMATED COST
No monetary cost is expected, only time.




                                                                                   30
                             STRATEGY: CLIENT RETENTION
Client retention is key to a strategy involving Generation Y’ers. They are a well-connected group who will
quickly spread information through their networks regarding their experiences, positive or negative. As this
fledgling group develops, their expertise and ability to up their own prices; their need for additional services
to facilitate the growth of their businesses; and their tendency to refer within their own social networks mean
that client retention will not only reduce costs associated with acquiring new clients, but organically build up
the client base and average sales.




   CUSTOMER RELATIONS

                                                NEWSLETTER

                                                    WHAT
                 Send a quarterly publication that gives status updates and latest news to
                 existing clients.

                                                     WHY
                 Physical newsletters help capture the attention of existing clients who may
                 not be reading every e-newsletter they receive. It also helps to establish
                 mindshare and introduce new products and developments to existing
                 clients.

                                                     HOW
                 Highlight the successes of existing clients – each quarter select a different
                 client who has excellent stats on Google Analytics or other note worthy
                 current events. The newsletter will also include new client business
                 profiles, entertaining quizzes, information about upcoming referral
                 campaigns, product/service updates, and the latest news in web trends.
                 Furthermore, tips regarding general marketing and internet marketing can
                 make this newsletter an interesting read for business owners.

                 Most of this information can be compiled from existing content on
                 NWeSource blogs and websites.




                                                                                                             31
                                               ESTIMATED COST
TABLE 15: COST OF PHYSICAL NEWSLETTER
Cost of                                 Fixed Cost              Variable      150               500     1000
                                                                 Cost
Creation of newsletter                     $300                              $300               $300    $300
template
Printing newsletter                                               0.59        $89               $295     $590
Postage (depends on                                                $1        $150               $300    $1,000
format)
TOTAL                                      $300                              $539               $895    $1890


                                                  BIRTHDAY CARD

                                                      WHAT
                   Send birthday cards to clients. This will instill a sense of community and
                   take one more chance at increasing mind share.

                                                       WHY
                   The more positive contact NWeSource has with its customers, the more
                   likely clients are to have positive and reoccurring associations with the
                   company, leading to increased referral rates and general word of mouth.

                                                       HOW
                   Include birthday date in the intake process and track using current client
                   contact management system. Create and send a postcard during the week of
                   the client’s birthday.

                                               ESTIMATED COST
TABLE 16: COST OF BIRTHDAY CARD
Cost of                                 Fixed Cost              Variable      150           500 cards   1000
                                                                 Cost        cards                      cards

Creating a card                            $100                              $100               $100    $100
Printing of card                                                             $134               $198    $280
Sending of card                                                  $0.27        $41                $81    $270
TOTAL                                      $100                              $275               $379    $650


                                             REFERRAL CAMPAIGN

                                                      WHAT
                   Encourage current clients to give referrals by providing them with a regular
                   reminder. It’s important to show that referrals are highly appreciated
                   therefore they should be rewarded.


                                                                                                          32
                                                     WHY
                In particular, Gen Y’ers rely on their networks recommendations on
                everything from business contacts to entertainment. Giving a regular
                incentive to clients makes them more likely to refer by using repetition and
                consistency. It will make it easier to remember making referrals in the long
                run.

                                                     HOW
                Implement a reoccurring referral campaign. Gives referring clients a free
                Google Ad for each customer they refer. The name of the referring client
                should be registered during the intake process and included in current
                client contact information as referring clients are an asset to the business
                and should be treated well.

                This quarterly campaign will be promoted through the following marketing
                materials:

                                    Newsletter
                                    E-mail Updates
                                    Website
                                    Promotional Card

                                              ESTIMATED COST


TABLE 17: REFERRAL REWARD IDEA & PRICE SUGGESTION
Referral Reward Ideas   Price per Reward Item
Google Ad               $25

                              CONSUMER SATISFACTION QUESTIONNAIRE

                                                    WHAT
                Create, collect and analyze ‘Your Opinion Counts’ questionnaires. Uncover
                client’s satisfaction with the business, products, services, service, etc. This
                engages clients and shows them that their opinions are valued while
                collecting testimonials that can be used in marketing material.

                                                     WHY
                Using a marketing strategy built around long-term relationships requires
                that clients are encouraged to speak their minds anonymously. One of the
                keys to maintaining long-term relationships with Gen Y’ers is to
                acknowledge and respond to their feedback.

                                                     HOW
                Create a 10-15 question survey that identifies the customers experience
                with the NWeSource intake processes, customer service during the


                                                                                                  33
                development process, and their satisfaction with the final product.
                Questionnaires should be distributed in three ways:

                     1.   Include a questionnaire with every final invoice.

                     2.   Include a “Tell us what you think” page on the NWeSource website
                          where customers can complete the survey anonymously.

                     3.   Include a link to the “Tell us what you think” page in every email
                          update to your customers.

                After feedback is received it is important to analyze the results to find
                trends and respond to them.

                                             ESTIMATED COST
TABLE 18: COST OF PAPER QUESTIONNAIRE
Cost of Paper Questionnaire       Fixed     Variable      TOTAL for 100
                                  Cost       Cost
Creating the questionnaire        $100                         $100
Printing                                      0.05              $5
Analyzing: per 50 survey                      $50              $50
TOTAL                             $100                         $155




TABLE 19: COST OF ONLINE QUESTIONNAIRE
Cost of Online Questionnaire      Fixed     Variable        TOTAL for 6
                                  Cost       Cost            Months
Creating the questionnaire        $100                         $100
Online questionnaire service                 $19 a             $114
                                             month
TOTAL                             $100                         $214




   PUBLIC RELATIONS

                                    SPONSOR ADULT ATHLETIC TEAM

                                                     WHAT
                Sponsor an adult athletic team in your area to gain local exposure and
                support your community.




                                                                                               34
                                                    WHY
                 Sponsoring a local adult athletic team will reach out to Gen Y’ers and
                 connect NWeSource to the community. Adults join athletic teams because it
                 is a fun way to stay fit and meet people. These individuals are driven,
                 outgoing and are connected to their community.

                 Local teams need funds to manage their team, participate in community
                 leagues and pay for extraneous materials (jerseys, equipment, etc.) but
                 many also need websites to market their teams and communicate with their
                 players. This is a great way to sponsor a local team while showcasing the
                 capabilities of NWeSource.

                                                    HOW
                 There are numerous leagues in the Portland area ranging from outdoor
                 soccer to table tennis. Choose a league or team that is somehow connected
                 to NWeSource: a colleague’s team, favorite sport, high school pastime, a
                 family member’s team. NWeSource will be acknowledged as the sponsor of
                 the team on their equipment.

                                             ESTIMATED COST
TABLE 20: COST OF SPONSERING

Cost of Sponsorship     Variable Cost   Total cost for team of 12

Custom Jerseys               $35                  $420

Website Development                          donated time

TOTAL                                             $420




   WORLD WIDE WEB

                                              E-MAIL UPDATE

                                                    WHAT
                 Use iContact.com or constantcontact.com to create and send e-mail updates
                 to those who have signed up for the ‘newsletter’ as well the e-mail address
                 that are registered in the contact management system. The e-mail should
                 consist of links to the blog entries that have been written since last e-
                 newsletter was sent. Every link should have a headline and an introduction
                 to catch the attention of the reader.


                                                                                               35
                                                     WHY
                 Short visual summaries regarding the latest NWeSource ‘news’ speak more
                 effectively to Gen Y’ers than wordy, traditional newsletters. By providing
                 headlines and brief descriptions of the content for each link, clients will be
                 able to quickly filter the information that is relevant to them.

                                                     HOW
                 Create a NWeSource e-mail update template and link to all new content on
                 blogs and websites for the month. Send the “NWeSouce Update” once a
                 month. iContact.com lets the user track who opened the e-mail and at what
                 rate the different links were opened. This is a great tool to tailor blog
                 entries and e-newsletters to the liking of the clients and potential clients.

                                              ESTIMATED COST
TABLE 21: COST OF EMAIL MARKETING

Cost of                                      Fixed Cost   Variable Cost per month    Total cost per month



Creation of one online newsletter                 $120                                               120

Online newsletter software (icontact.com)                                       $9                    $9

TOTAL                                             $120                                              $129




                                                                                                            36
COST ANALYSIS

This Cost Analysis reflects costs associated with the recommended tactics at the intervals outlined in the 52
week implementation timeline. With an average sale of $480 per transaction, an increased 6.45 transactions
will cover the costs associated with the implementation timeline.

TABLE 22: COST ANALYSIS

Tactic                                                                                     Estimated Cost
Gen Y Communication Style                                                                   $720
Website Development Process                                                                 Time commitment/
                                                                                            Outsource
Customer Intake Template                                                                    $265
Birthday Card                                                                               $275
Referral Campaign                                                                           $25
Customer Satisfaction Questionnaire                                                         $369
Promotional card                                                                            $365
Small Business Center Relationships                                                         Time commitment
New Networking                                                                              $1,535
Attract Gen Y Contractors                                                                   $50
Contests                                                                                    $150
Email Update                                                                                $1,032
Newsletter                                                                                  $1,077
Direct Mail                                                                                 $1,077
Print Ads                                                                                   $2,600
Pro Bono Work                                                                               Time commitment
Radio Ad                                                                                    $705
Independent Workshops                                                                       $503
Sponsor Adult Sports Team                                                                   $420
Total Cost For Complete 52 week Implementation                                              $11,143
Current Ave Sale                                                                            $480
Necessary Net Marketing Contribution (Assumption of 30% profit margins)                     $37,142
Necessary New Transactions to Meet Marketing Contribution within a One Year                 77
Period
Needed Transactions Per Month                                                               6.45




                                                                                                            37
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                                                                                                                 c       r
                                                                                                           Pr t M
                                                                                                              in       ai
                                                                                                                          l
                                                                                                                 tA
                                                                                                           Pr        ds
                                                                                                              o
                                                                                                                 B
                                                                                                           Ra ono




                 x
                                                                                                               di
                                                                                                                  o      W
                                                                                                           In       A        or
                                                                                                                                k
                                                                                                              de d
                                                                                                           Sp     pe
                                                                                                               on nde
                                                                                                                   so       n
                                                                                                                      rA tW
                                                                                                                          du ork
                                                                                                                              lt       s
                                                                                                                                 Sp hop
                                                                                                                                     or       s




38
                                                                                                                                        ts
                                                                                                                                           Te
                                                                                                                                               am
December   29     x                               x   x
           30         x       x
           31     x                       x
           32             x
January    33     x                   x           x       x
           34         x       x
           35     x                       x
           36             x
February   37     x                               x
           38         x       x               x
           39     x                       x
           40             x
March      41     x                               x           x
           42         x       x
           43     x                       x
           44             x
April      45     x                               x
           46         x       x
           47     x                       x
           48             x
May        49     x                   x           x
           50         x       x
           51     x                       x
           52 x           x       x                               x




                                                                      39
 CONCLUSION
This document has concluded that Gen Y Do-It-Yourselfers are NWeSource’s most suitable target market as
they are tech savvy, engaged, and highly involved. This segment has the advantage of longevity, enabling a
strategy focused on long term relationships that secure client retention, encourage new client acquisition in
the long run, and attract new talent to work with the team. The Gen Y Do-It-Yourselfers should be
communicated to by using little jargon, limited written content, and a direct but casual communication style.
Furthermore, it is important to them to have an understanding of the “big picture” and that processes are
transparent.

The overall marketing strategy of this marketing plan is to align communication with the preferences of the
target market. This strategy is reflected in the tactics recommended. If the tactics are implemented as
outlined, the result will be increased customer satisfaction, increased transparency, increased perceived
value, improved communication, and most importantly increased gross revenue. As the recommended tactics
throughout this document, such as direct marketing, advertisement, web tactics, customer relations and
public relations, are specifically targeting the Gen Y Do-It-Yourselfers, the marketing effort will see great
results in terms of effectively acquiring new clients and maintaining loyalty of existing customers.

In order to obtain the best results, it is recommended that NWeSource, with the assistance from Colour M and
Montgomery Marketing, implement the outlined tactics as they are expressed in the timeline.




                                                                                                            40
 REFERENCES


Entrepreneur. (2009). ‘Entrepreneur - Starting a business’ Retrieved Mar 20, 2009,from:
https://www.entrepreneur.com/bizstartups/index.html

Feiertag, Jeff. (2008). ‘Training Generation N: how educators should approach the Net
Generation’ in the Education and Training Journal Issue 6 Vol. 50, pp.457-64. Retrieved Mar 20, 2009, from:
http://www.emeraldinsight.com/Insight/viewContentItem.do?contentId=1740424&contentType=Article

Gobé, Marc. (2001). ‘Emotional Branding: The New Paradigm for Connecting Brands to
People’ in Emerald Journal: Journal of Product & Brand Management Issue 10 pp. 466- 69. Retrieved Mar 20, 2009,
from: http://findarticles.com/p/articles/mi_qa4001/is_200110/ai_n8959326/

Holton, Kate. (Feb 19, 2009). ‘Mobile Advertising Edges Closer to a Breakthrough’ Retrieved Feb 27, 2009, from:
http://www.reuters.com/article/internetNews/idUSTRE51I3WV20090219?feedType=RSS&feedName=internetNew
s&pageNumber=2&virtualBrandChannel=0

Mintel Report. (2007). ‘Home Office’ Retrieved Mar 24, 2009, from:
http://academic.mintel.com.proxy.lib.pdx.edu/sinatra/oxygen_academic/search_results/show&/display/id=29638
7/display/id=336680#hit1

Mintel Report. (2008). ‘Do-It-Yourself: US Retail’ Retrieved Mar 23, 2009, from:
http://www.marketresearch.com/product/display.asp?productid=2178885&SID=45873615-442576847-
416994816

Seeking Alpha. (Feb 13, 2009). 'Could 2009 Be the Year Mobile Advertising Comes of Age?' Retrieved Feb 27, 2009,
from: http://seekingalpha.com/article/120542-could-2009-be-the-year-mobile-advertising-comes-of-age

Shih, Win. (2007). ‘Working with Generation-D: adopting and adapting to cultural
learning and change’ Library Management Issue 28 pp.89-100. Retrieved Mar 24, 2009 from:
http://news.cnet.com/The-do-it-yourself-Web-emerges/2100-1032_3-6099965.html




                                                                                                              41
                                             APPENDIX


TABLE 23: COMPETITOR ANALYSIS

              NWeSource             Portland         Webfu          AC Web Marketing              David Mihm
                                    Website          Design
                                    Design
Website       www.nwesource.com     www.portland-    www.webfu-     www.acwebmarketing.com        www.davidmihm.com
                                    website-         design.com
                                    design.com

Location      10611 NE Freemont     4136 NE 24th     1164 NE        7049 SW Canby Ln.             1919 NW Quimby st
              St, Portland 97220    Ave. Portland    76TH AVE,      Portland 97223                Portland 97209
                                    97211            Portland
                                                     97213
Page layout   Overwhelming          Simple           Confusing      Crisp, relatively organized   Relatively organized

Clients       Trades businesses     No portfolio     Shopping       Trades businesses             Real estate, law,
                                                     cart                                         finance, schools
                                                     customers
Price         $499 – Template       $495 for small   10 page        Custom website design         Ask for quote
              King                  business         static         starting at $249
              $699 - Custom Solid   website (blog    website with
              $999 - Custom         based)           custom web
              Everything            $11.95 per       design:
              $1,499 - Custom       month for        $2500
              Bonus + SEO           hosting          Blog: $750
              $1,999 - Custom                        Consulting
              Mega                                   $100hr

CMS                                 NO (but I        NO             NO                            NO
offered on                          assume the
website                             websites are
                                    blog based)
People        Charles Montgomery    Geoff Dorn       Daniel Paige   Michael Ray Walker + team     David Mihm + team
              + team                                 + team
Established   2007                                   2004           2001                          2008
Other                               Sent an e-mail   Sent an e-
                                    Feb 14th-never   mail Feb
                                    heard back       14th-never
                                                     heard back




                                                                                                       42
                  Consistent Image Web Design                 Watermelon Webworks                   Oregon Web Design
Website       www.consistentimage.com                       www.watermelonwebworks.com           www.oregonwebsitedesign.co

Location      12042 SE Syunnyside Rd Portland 97015         4404 NE 9TH AVE, Portland            4007 SE Reedway, Portland
                                                            97211                                97202
Page layout   Plain, generic                                Somewhat elegant/clean. May          Organized chaos
                                                            also communicate to females.
Clients       Cars, foundations, veterinarians, food        Tourism, lifestyle, religious        Health care education, religiou
                                                                                                 (only two pages featured)
Price         Every project is unique. This is why we       Fill out questionnaires to get a     Fill out questionnaires to get a
              prefer to talk with you first... ask for a    quote.                               quote.
              quote. Non-profit discount.
CMS           YES-                                          YES - Expression Engine, an          YES
              http://www.consistentimage.com/cms.htm        easy-to-use commercial content
                                                            management system
People        Kelli Sussman, Bruce Sussman                  Paul Clerc, Sydney Weaver            Clifford Rocheleau
Established   1998                                          2001                                 1997
Other                                                       They have the website                See their questionnaire.
                                                            development process outlined
                                                            on the website. See their
                                                            questionnaire.




              Sica Web               EWD Web Design        Oregon Web Services           ValueWeb-Costco
Website       www.sicaweb.com        www.erikas.cc         www.oregonwebteam.com         www.valueweb.com

Location      6315 N Villard Ave,    P.O. Box 1195         710 NE 3rd St.                Online/Costco
              Portland, 97217        Molalla, Or 97038     Gresham, 97030
Page layout   Organized              Elegantish                                          Corporate
Clients       All kinds              Tourism,              Real state, sports, food      Costco patriots
                                     construction, trade
Price         up to 10 page static   We offer you a        Ask for a quote               5 Web Pages
              website: $3000         custom site up to 8                                 Starting at $599
              additional pages:      pages for just
              $125                   $595.
              dynamically driven     Our maintenance
              database               charges are $20 an
              component: $2500       hour for updates
              content                or additions once
              management             the site is
              system: $3000
                                     established
              e-commerce
              solution: $2500
              forum or message
              board: $500
              blog: $500
              survey: $500

CMS           YES                    NO                    NO
                                                                                                            43
People        Scott Harrah          Theresa Sardina      Josh McKenney
Established   2006                  2003                 2009?
Other


TABLE 24: NEWSPAPER AD COMPARISON

Newspaper     Content          Distributed    Demographic    Area          Ad Size        Price for one      Total for X
                               Copies                        Distributed                  month based        months/week
                                                                                          on X
                                                                                          month/week
                                                                                          rate
The           Local Issues     25.000         Local          N and NE      1.85*2.94 or   3 mo $85.5         $256.5
Sentinel                       monthly                                     3.825*1.41

Portland      Portland         405.000        Most readers   All over      Small strip:   4 wk $150          $600
Mercury       Entertainment    weekly         age 21-34      Portland      21/4*43/8

                                                                           Budget:        4 wk $81           $324
                                                                           21/4*21/8
Portland      Portland         50.000         Most readers   Portland      1/8 page       4 weeks $871       $3484
Business      Business         weekly         at age 45 +.
Journal                                       Executives
                                              and decision
                                              makers. 70%
                                              male
The NW        Local            31.000         Local, 46%     NW            1/16 page      3 mo $135          $405
Examiner                                      35-45 years
                                                                           Business       3 mo $110          $330
                                                                           Card size
The South     Local Issues     12.000         Local          SW            Business       3 mo $68           $204
West                           monthly                                     Card
Connection
The           Local Issues     25.000         Local          SE            1/8 (3.9*4)    3 mo $190          $570
Southeast                      monthly
Examiner
                                                                           Business       3 mo $88           $264
                                                                           Card
The           Local Issues     10.000         Local          SW            1/8            3 mo $211          $633
Southwest
Portland
Post
                                                                           Business       3 mo $79           $237
                                                                           Card
Vanguard      Portland State   5000 daily     College        Downtown      1/16           1 day $52.5        $52.5 a day
              University                      Students
              Student Paper
                                                                           Business       1 day $35          $35
                                                                           Card
Willamette    Portland news    90.000 daily   Broad          Portland+     1unit          4 days $180        $720
Week                                          demographic                  =1.816*2.965

                                                                                                        44
TABLE 25: IMPLEMENTATION OUTLINE

                              One Time Implementation

Gen Y Communication Style          All content should be aimed at the target market and
                                   can be updated once for the year. However, remember
                                   the website is where all potential consumers are driven,
                                   so it should always look best and be a priority, both in
                                   terms of quality and time.

Website Development Process        This can be drawn up once and updated as necessary,
                                   as products or systems may change over time.


Customer Intake Template           Questions for the potential customer can be organized
                                   once and re-evaluated as necessary, depending on the
                                   customer base and target market that NWeSource is
                                   receiving.

Promotional Card                   This will need creation and purchase only once.
                                   However, it might need to be changed as NWeSource
                                   changes.

Direct Mail –                      The creation of the card will be done once as the card
                                   is not sent to the same person twice.
Initial Creation

Birthday Card –                    A simple and friendly tool is especially useful when
                                   properly set up, with a calendar, and simple thank you
Initial Set Up                     that reminds customers that you are thinking of them.
                                   This would be updated as necessary, but needs only a
                                   one-time made system.

Referral Campaign                  A referral campaign can be implemented and released
                                   one-time, and, again, as necessary to drive customers
                                   to the website and initial consultation.

Attract Gen Y Contractors          This can be set up once and updated with the website
                                   content annually.




                                     Ongoing

Birthday Card                      As people’s birthdays occur, it will be necessary for a
                                   system to be in place to regularly prepare and mail
                                   these friendly and brand-conscious items.

Consumer Satisfaction              What better way to find out what your consumers really

                                                                                              45
Questionnaire              think of NWeSource? This empowers NWeSource with
                           the advice of the consumer. The responses should be
                           looked at regularly and analyzed quarterly.

New Networking             It’s important to evaluate and re-evaluate all time-
                           consuming activities. New networking provides
                           constant influx of new potential customers. It’s
                           important for businesses in the technical and web world
                           to stay on their toes, understand their customer pools,
                           and be able to diversify over time. Of course, this will
                           need continuous updating.

Workshops                  Executing a few classes or workshops, lets customers
                           know the latest and allows your brand to be
                           recognized. This will need consistent attention to
                           address locations, times, and responses to clients.

Small Business Center      Relationships with these organizations can provide
Relationships              numerous leads. Relations should be as consistent as
                           with customers and maintained.



                            Seasonal

Sponsor Adult Sport Team   Adult teams like soccer, kickball, and baseball run only
                           seasonally, so organizing a team gift, logo imprint, and
                           manager relationship will be seasonal as well. This will
                           require sporadic management, but can easily be
                           maintained, once a sport and relationship is developed.



                            Quarterly

Newsletter                 Quarterly newsletters are just enough to keep
                           customers updated on the latest products without being
                           regarded negatively.

Contests                   Contests should remain a special offer, where
                           consumers act with immediacy rather than wait, or
                           even forget.

                             Monthly

E-mail Update              This will be a consistent enough reminder to announce
                           new information as NWeSource receives it. It also is
                           just infrequent enough to avoid negative associations.

Direct Mail                Again, just often enough to remind clients that you are
                           available, while providing brand recognition.

                             Annually

                                                                                      46
Gen Y Communication Style   All content should be aimed at the target market and
                            can be updated once for the year. However, remember
                            the website is where all potential consumers are driven,
                            so it should always look best and be a priority in
                            updating carefully and annually.

Attract Gen Y Contractors   The best people to do great work for NWeSource’s
                            core target market, are your potential customers. Look
                            to attract people that can communicate the needs of
                            your target market. This will help maintain ease in
                            creation and review of product details. This can be set
                            up once and updated with the website content,
                            annually.

Pro Bono Work               A once per year annual gift of NWeSource’s time and
                            products are enough to keep the public interested and
                            understanding that it is a special project.




                                                                                       47

								
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