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Strategic Marketing & Planning

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This is a project for my strategic marketing and planning class. I created this plan for a fictitious event planning company that owns their own venue.

This is a project for my strategic marketing and planning class. I created this plan for a fictitious event planning company that owns their own venue.

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Strategic Marketing &amp; Planning Strategic Marketing &amp; Planning Presentation Transcript

  • Venue and Planning Services Presented by: Lauren DuJat
  • Challenges New Business in Central Florida. Needs Publicity to generate business. Needs to network with potential clients, vendors, and partners.
  • Solution Exclusive Grand Opening - April 23rd, 2011 Bring awareness to The Gardens Create word of mouth advertisement
  • Situational Analysis
  • Industry Overview ✴ $86 Billion Industry ✴ Over 150,000 weddings in Florida ✴ 2.5 Million weddings a year ✴ Average budget is over $19,000
  • Internal Environment 3 party rooms Back of House Garden Area Decorating/Interior Design Planners/Promoters Entertainment Front of House
  • Competition Over 50 competitors Wedding consultants Catering Services Beautiful Landscapes Accommodate large parties Established brand
  • Target Audience Segment
  • Social elites of Central Florida Female - Ages 26+ Minimum budget of $30,000
  • Local Publications Potential Partners/vendors Large Bridal Resources
  • Brand Positioning Strategy
  • Benefits Educate target audience on The Gardens Give ideas for ‘brides to be’ Excite Guests
  • Attributes Bridal fashion show Wedding cake designs Gourmet food and beverage Local wedding talents sampling Central Florida Celebrity Floral arrangements Give-a-ways
  • Points of Parity Grand Openings serve the same purpose Catering Entertainment provided
  • Points of Difference Most services provided will be internal Expertise in event planning Invitation only
  • Positioning Statement To the Brides to be, press, vendors, and partners: Our business, The Gardens will have a Grand Opening that will deliver an exclusive incite of the company’s venue and services. This is because it is a new business in Central Florida that needs to become a viral sensation in order to be successful.
  • Campaign Objectives
  • Marketing Objectives 300 attend event Increase website traffic Named Best of Weddings
  • Advertising Objectives 10 partnerships 3 weddings Local publications Large Bridal Sources Word of Mouth
  • Promo Video Online Press Release Grand Opening ry 4/23/2011 a ril 1/26/2011 nu 1/23/2011 3/06/2011 Ap Ja Invitations Invitations Press Release
  • Basic Budget
  • Promotional Budget Grand Opening Promotional Campaign: $25,000 ✴ 10% Invitations, place cards, programs, and Thank you cards ✴ 5% Internet Promotional Video ✴ 5% Press Release ✴ 30% Give-a-ways ✴ 30% Favors ✴ 20% Host
  • Promotional Mix
  • Public and Press Relations
  • Press Release
  • Press Release January 24th Announces the Exclusive Grand Event For newscasts, newspapers, and publications
  • Media Kit Wedding Album media kit Company information Mini Biographies on team Photos
  • Internet “It's financially smart to develop a website, it allows customers to learn about you on their time, it saves you time, and increases credibility” (Results Creative)
  • Partnerships Flowers of Winter Park Something Blue Bridal & Formal Wear DJ Carl Beautiful Music
  • Sales Promotion
  • Gift Bags
  • Gift Bags Moet & Chandon NV Imperial Champagne Godiva Chocolate Aromatherapy Distillations Relaxing Samplers by CRABTREE & EVELYN Thank You cards
  • Give-a-ways Five $500 giftcards to the Mall at Milenia 3 Free of Service charges at The Gardens
  • Direct Selling
  • The Gardens Company is privileged to invite you to The Exclusive Grand Opening of The Gardens Venue Saturday, the Twenty third of April Two Thousand and Eleven Visit and RSVP At www.TheGardens.com exclusive promo code: 7812
  • Evaluation Criteria
  • Overall Attendance Popularity of the website Number of parties booked
  • Personally Yours The Gardens