Marketing Glenville State College

MarketingTrevin Howard

Glenville State College

11/27/2018

Table of Contents

TOC o “1-3” h z u Introduction PAGEREF _Toc530613714 h 3Marketing plan for a spa PAGEREF _Toc530613715 h 3The vision of the business PAGEREF _Toc530613716 h 3The business goals PAGEREF _Toc530613717 h 3The marketing goals of the company PAGEREF _Toc530613718 h 4The strategic goal of the business PAGEREF _Toc530613719 h 4The tactical goals PAGEREF _Toc530613720 h 4Business purpose PAGEREF _Toc530613721 h 4Reputation PAGEREF _Toc530613722 h 4Gaps Dashboard PAGEREF _Toc530613723 h 4The ideal clients PAGEREF _Toc530613724 h 5Characteristics of the target market PAGEREF _Toc530613725 h 5Notable difference PAGEREF _Toc530613726 h 5What is unique PAGEREF _Toc530613727 h 5The core strategy of the business PAGEREF _Toc530613728 h 6The core elements that will be used in branding PAGEREF _Toc530613729 h 6Services and product innovation PAGEREF _Toc530613730 h 6The rationale of the price PAGEREF _Toc530613731 h 6Marketing materials PAGEREF _Toc530613732 h 7Web and social media plan PAGEREF _Toc530613733 h 7Plan for generating leads PAGEREF _Toc530613734 h 8Plan for converting the leads PAGEREF _Toc530613735 h 8Customer service experience PAGEREF _Toc530613736 h 8Marketing calendar PAGEREF _Toc530613737 h 9Critical numbers PAGEREF _Toc530613738 h 9Sales forecast PAGEREF _Toc530613739 h 9Marketing expense budget PAGEREF _Toc530613740 h 10Essential marketing metrics and training PAGEREF _Toc530613741 h 10Conclusion PAGEREF _Toc530613742 h 10References PAGEREF _Toc530613743 h 11

MARKETING PLAN

IntroductionA marketing plan refers to a business document that outlines the strategies that the company will use to sell its products and services (Cohen, 2005). The plan has a scope that is limited to a specific time frame, e.g. one year. The plan covers different aspects that are related to marketing, e.g. costs and activities that the business will undertake as well as the action procedures to be followed. Marketing plan involves steps such as analysis of the business situation to establish what is happening within the business and creating the market goals (McDonald & Wilson, 2016). After setting the market goals, the business highlights the steps to get there. The marketing plan also has a budget to highlight the costs and timing of different activities. Finally, the plan contains metrics and adjustment that highlights things to be done and things to change.

Marketing plan for a SPAThe vision of the businessDelaware spa is a business that offers the best skin care and massage in a quiet and serene environment to enable the clients to attain and develop healthy lifestyles. The marketing vision is to ensure that the clients have the business in the heart due to the nature of the service that it offers. The business also envisions to present itself uniquely to offer the best customer experience.

The business goalsThe goals of the CEO are to decrease the management time of the shifts to about 20% to channel the remaining time into the marketing. The other goal of the CEO is to dedicate about 3 hours every single day towards marketing related activities.

The marketing goals of the companyThe marketing goals of the business are to increase its revenue to over 1 million US dollars and open another spa by the year 2019.

The strategic goal of the businessThe strategic goal of the business is to become the best spa in Delaware by the year 2019.

The tactical goalsThe tactical goals of the business are to ensure that there are programs that target customer loyalty. The business also aims to put in place a customer feedback segment as well as offer incentives to the staff to motivate them. Another key tactical goal is to optimize the use of the online marketing platform through its Facebook page.

Business purposeDelaware spa aims at creating a convenient and comfortable spa that offers relaxation and convenience to the clients. The marketing strategies aimed at creating a good relationship between the business and the clients so as ensure clients’ satisfaction.

Reputation

The business will hold the best image to keep more people interested. Through its website, the business will post more pictures to attract more people. While clients visit the spa, equal and dignified treatment will be a major purpose to keep the customers happy. The business will also put more efforts towards the cleanliness of the premises.

Gaps DashboardA gap dashboard will track down any important personal, strategic, marketing, or tactical goals deficits. The tracking will be done on a quarterly basis to ensure that the essential marketing metrics are available to compare the performance against the goals.

The ideal clientsThe spa will offer its products and services at premium prices. The goal here is to reach out to high-end clients at premium prices. High-end clients need the best quality of services to get the best value for their money. The spa will offer a wide range of services, therefore, to meet the expectations of the clients. The resort will attract more customers by partnering with other businesses and the local community. The business will also focus on more promotional activities to attract more clients.

Characteristics of the target marketDelaware spa will seek to serve clients who fit the following description. Professionals especially the white-collar employees, residents within the state, the age of 18 years and above, those concerned with healthy living, and those who can pay up for the premium services. The business will also focus on those people who need a massage, facial, and body treatment.

Notable differenceDelaware spa is not just like any other in the state. The spa offers the best quality premium services to its clients. The business aims to offer the best customer experience so that the customers can always come back.

What is uniqueDelaware spa offers unique services in a relaxing and environment. The uniqueness is defined by the use of Booker to get more customers, use of websites which are guest-friendly, engaging more customers using Pinterest, use of follow-up systems to check the clients experience, use of video marketing, and combining the SEO strategies with social media. Having social promotions, marketing calendar for the spa and the use of online bookings will also define the uniqueness of the business.

The core strategy of the businessThe business will use an external communication strategy that seeks to create the best customer experience. The spa will position itself in a way that it promotes comfort among the clients, authenticity, and a sense of pride. The desired results will include holding a theme night every month, ensuring return visits of up to 30% of the clients after their two months of their initial visit, increasing the weekend and evening client capacity to 90%.

The core elements that will be used in brandingThe key message of the business is ‘rejuvenate, revitalize, relax, and renew.’ The core message connects the business services with the customer experience. The business core elements will include; a website that highlights the vision and mission of the business, wide range of products and services, up-to-date equipment and furniture, excellent décor, advertisement, and theme nights.

Services and product innovation

The spa will attract more customers by providing a unique and exciting experience. High-quality services, professional services, entertainment, relaxing and serene environment, and friendly employees will ensure that the business is different from its rivals. The market will be subdivided as prospects and premium clients. Prospects are those who receive a discount for the first time, and they are expected to return. Premium are those who come several times and bring other customers, e.g. friends and family members.

The rationale of the priceDelaware spa intents to offer products and services above the market average. The rationale of the price is to reach high-end clients who like premium goods and services. The pricing is, therefore, 25% higher than that offered by similar businesses. The idea is to get a few people who appreciate the quality and value for their money. Regular premium customers will get discounts and loyalty points as a token of appreciation.

Marketing materialsThe business logo will be the first marketing strategy since it communicates to the customers. The logo will, therefore, be changed to be catchy. The business will also use business cards to both investors and prospective customers. The spa will also use a website as important marketing material. The website will seek to highlight the credibility and professionalism of the business. The site will have the name of the company, a brief section about the business, the contact information, e.g., email address, physical address, and phone number, the hours which it operates, social media links, and the necessary information on the products and services that it offers. Postcards and flayers marketing materials will also be used. Another vital marketing material that will be used is social media. Customers who rely on the digital platform will, therefore, be treated with a unique customer experience through sites such as Twitter, Facebook, YouTube, and LinkedIn.

A marketing kit will ensure that there is a good relationship with the customers to ensure that they provide referrals. The materials will have case statements, the summary of differences, description of the ideal customers, prices, past theme nights experience, FAQs, list of the next theme nights, as well as the general testimonials from the clients.

Web and social media planThe business will have a website that will educate the prospects to encourage them to visit the spa. The site will also inform the clients about upcoming theme nights and other events. Social media is a growing marketing tool in the world (Wikipedia, 2018). The tool will be used by the business to create a buzz on the coming events and to ensure that the clients share their experience online.

Plan for generating leadsThe business will generate leads via the following ways. Advertising via radio, local media, and online pay-per-click method of advertisement. The business will also create leads through client and member organizations referrals. Delaware spa will also seek to use direct campaign through emails to reach about 500 new clients annually. The business will ensure that lead tracking is done via the POS system.

Plan for converting the leadsLeads will be made through the distribution of coupons to a certain category of people. The coupons will attract people to attend events such as theme nights. Other plans for creating leads will be through customer referrals and via the Delaware spa website. Plans for creating leads will ensure that the clients are updated on the products and services as well as promotional events. The goals of converting leads are to keep the customers coming over and over.

Customer service experience

Customer experience is an important aspect of the success of a business. The spa will improve the experience of the clients by creating a clear client vision. The clear client-based strategy will seek to communicate clearly to the customers as act as the guiding strategy for the business. The business will also seek to understand the customers and create an emotional link with them. Another vital way through which the business will increase the customer experience is through collecting and responding to their feedback in real time. The spa will also have a quality framework that will guide the marketing team and regularly act on any feedback from the employees.

Client loyalty will be encouraged and rewarded as well. The encouragement and reward will be through financial ways and qualitative ways such as free session at the spa. The customers will be required to give feedback about their experience through customer review segments and emails. The business will address the concerns raised in the review segments and reply the emails.

Marketing calendarA marketing calendar will comprise both the daily and monthly activities. Daily activities will include staff activities’ review and reading through suggestions made by customers. Time will be set in the morning to discuss different facets of marketing the business. Monthly marketing activities will be divided into the entire four weeks of the month. Every week will have unique activities that will ensure that the business increases the sale of products and services.

Critical numbersThe business will track critical numbers via the CRM marketing system. The system incorporates information that POS system obtains. The system tracks client sales as well as the important marketing information. After entering this information, the system will generate a report on the vital marketing metrics.

Sales forecast

The sales forecasts are given by the increase of the clients who attend the spa every month. The sales forecast is 10% monthly increase to reach the annual target of 500 new customers. First timers are very important since they are likely to bring others if their customer experience is good. Since one of the important marketing tools is through referrals, sales forecasts are projected to grow over the months in the entire 12 months. Marketing expense budget

The marketing budget for the entire year is 50,000 US dollars. The budget caters for both the internal and external aspects of the marketing such as training and logistics. It also includes a one-time plan and the costs of development.

Essential marketing metrics and trainingThe important marketing metrics that are expected to increase the sales of products and services are testimonials, customer relations, and referrals. The marketing manager will review these marketing metrics every month and compare with the goals to measure the marketing progress. The company will train the marketing team and the staff in general. The critical areas of training will be; the positioning and the core message of the business, marketing components and materials, efforts to attain marketing goals, and referral program.

ConclusionThe primary goal of a marketing plan is to ensure that the company maximize the sale of products and services by highlighting different procedures to be followed. The above plan highlights those crucial steps that stipulate ways through which different activities will be done, the time, and costs for each one of them. Forecasts are also important since they provide the prospects of the company and thus, they can be predictors for measuring the success of the company.

ReferencesCohen, W. A. (2005). The marketing plan. John Wiley & Sons.

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.