Alamo Stone Marketing PlanDeveloped by:Chris Nimi Cheetham-WestNimi.west@gmail.com832-867-4128
Confidentiality AgreementThe undersigned reader ac knowledges that the information provided by _______________ in thismark...
Table of Contents1.0 Marketing Vision........................................................................................
Alamo Stone Marketing Plan1.0 Marketing Vision   This year we will be developing new city wide promotional ac tivities for...
Alamo Stone Marketing Plan2.0 Ideal Church Visitor   We are looking for potential visitor that is looking for a church hom...
Alamo Stone Marketing Plan       ·   casual dress3.1 Model Churches   We will be modeling our efforts after the following ...
Alamo Stone Marketing Plan4.2 Core Branding Elements   When people see our marketing materials, they will see our logo and...
Alamo Stone Marketing Plan     after the regular service on Saturday. Usually     there are 10-15 contestants and 3 judges...
Alamo Stone Marketing Plan       ·   Study with Betheas- Family event hosted in           local apartment complex at Woodh...
Alamo Stone Marketing Plan5.2 Price Rationale   The reason why these offerings are free is bec ause we want to grow to a c...
Alamo Stone Marketing Plan       ·   Weekly/Quarterly Newsletters       ·   Testimonials on site video/audio/print6.1 Test...
Alamo Stone Marketing Plan       ·   mission vision       ·   Testimonials7.2 Search Engine Strategy   We will have a loc ...
Alamo Stone Marketing Plan7.3 Social Media Plan   We will gather a list of all direc tories, hub pages, squidoo, and perso...
Alamo Stone Marketing Plan8.0 Lead Generation Plan   Our advertising plan is event foc used. We have quarterly on the larg...
Alamo Stone Marketing Plan   Advertisin Company Description                                  Distributi Cost/Ad     Total ...
Alamo Stone Marketing Plan10.1 Monthly   Months           Marketing Event   1 Jan.   2 Feb            Birth of the Cool (F...
Alamo Stone Marketing Plan11.2 Marketing Expense Budget   Expenses include:   -Theater Ads   -Television Ads   -Movie Nigh...
Alamo Stone Marketing Plan11.3 Measurement Plans   We will keep trac k eac h month of all expenses. We will consult with t...
Alamo Stone Marketing Plan                             Page 16
AppendixTable: Sales ForecastSales Forecast                                             Jan     Feb     Mar       Apr    M...
AppendixTable: Marketing Expense BudgetMarketing Expense Budget                      Jan             Feb             Mar  ...
AppendixTable: Key Marketing MetricsKey Marketing Metrics                                 Jan     Feb     Mar     Apr     ...
AppendixTable: Gap DashboardGap Dashboard                                                              Jan       Feb      ...
AppendixResources UsedWebsiteswww.mondotimes.com (list of all media outlets by city. ala gives date establishedhttp://www....
AppendixTracking tables             Contac t Cards   Website Visits   PR Mentions   Small group attendance   TestamonialsJ...
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Alamo Stone Marketing Plan9

  1. 1. Alamo Stone Marketing PlanDeveloped by:Chris Nimi Cheetham-WestNimi.west@gmail.com832-867-4128
  2. 2. Confidentiality AgreementThe undersigned reader ac knowledges that the information provided by _______________ in thismarketing plan is confidential; therefore, reader agrees not to disc lose it without the express writtenpermission of _______________.It is ac knowledged by reader that information to be furnished in this marketing plan is in allrespec ts confidential in nature, other than information which is in the public domain through othermeans and that any disc losure or use of same by reader, may cause serious harm or damage to_______________.Upon request, this document is to be immediately returned to _______________.___________________Signature___________________Name (typed or printed)___________________DateThis is a marketing plan. It does not imply an offering of securities.
  3. 3. Table of Contents1.0 Marketing Vision......................................................................................................................................1 1.1 Goals .............................................................................................................................................1 1.2 Purpose .........................................................................................................................................12.0 Ideal Church Visitor .................................................................................................................................2 2.1 Market Description.........................................................................................................................2 2.1.1 Description Pie Chart ........................................................................................................23.0 Remarkable Difference ...........................................................................................................................2 3.1 Model Churches ............................................................................................................................34.0 Core Strategy..........................................................................................................................................3 4.1 Key Strategic Indicators .................................................................................................................3 4.2 Core Branding Elements................................................................................................................4 4.2.1 Logo..................................................................................................................................45.0 Product/Service Innovation .....................................................................................................................4 5.1 Hourglass Strategy ........................................................................................................................6 5.1.1 New Member package .......................................................................................................6 5.2 Price Rationale ..............................................................................................................................76.0 Marketing Materials .................................................................................................................................7 6.1 Testimonial Plan ............................................................................................................................87.0 Web Plan ................................................................................................................................................8 7.1 Content Strategy ...........................................................................................................................8 7.2 Search Engine Strategy.................................................................................................................9 7.2.1 Web traffic forcast .............................................................................................................9 7.3 Social Media Plan ........................................................................................................................10 7.3.1 Blog.................................................................................................................................108.0 Lead Generation Plan ...........................................................................................................................11 8.1 Advertising ...................................................................................................................................119.0 Service Experience ...............................................................................................................................1210.0 Marketing Calendar.............................................................................................................................12 10.1 Monthly ......................................................................................................................................1311.0 Critical Numbers ..................................................................................................................................13 11.1 Forecast ....................................................................................................................................13 11.2 Marketing Expense Budget ........................................................................................................14 Table: Marketing Expense Budget ...........................................................................................14 Chart: Monthly Expense Budget ...............................................................................................15 11.3 Measurement Plans ...................................................................................................................1512.0 Marketing Organization .......................................................................................................................15 Org. Chart: Organizational Chart .............................................................................................16Table: Sales Forecast ...................................................................................................................................1Table: Marketing Expense Budget ................................................................................................................2Table: Key Marketing Metrics ........................................................................................................................3Table: Gap Dashboard .................................................................................................................................4Resources Used............................................................................................................................................5Tracking tables ............................................................................................................................................6 Page 1
  4. 4. Alamo Stone Marketing Plan1.0 Marketing Vision This year we will be developing new city wide promotional ac tivities for the church. We already have three ac tivities that we will be using to promote the church membership. We will be doing online marketing as well traditional promotional ac tivities. In the year 2010 we were able to build a new website and increase online visibility. We want to foc us more on converting all visitors into ac tive members. We plan to make Alamo Stone known c ity wide, while presenting Christ in the proc ess. We envision that a person or a family will hear about Alamo Stone through our media efforts or word of mouth. We will then motivate them to get involved and invite others.1.1 Goals Organization Goals: · Increase Service attendance · Increase Event attendance · Increase Membership · Increase Unique website visitors to 1,000/month · Increase Website ranking for all keywords Strategic Goals: · Establish a reputation for being a welcoming church for everyone in SA to visit. · Take advantage of different types of media. Tac tical Goals: · Create feedback mec hanisms for attendance · Spend time weekly promoting · Spend time weekly marketing online · Get team together for implementation1.2 Purpose Church Mission: Presenting Christ to all people so that they can choose Him; equipping those who choose Him to live effectively for Him. Values Missions Our mission foc us is manifest in the intentional sending of people from our loc al congregation into the world with the aim of (1) introducing the world to Christ, (2) and making disc iples. Humanitarian ac tivities bec ome vehicles and means for meeting people and sharing the gospel. This is realized in foreign and loc al mission projec ts attended by people from our congregation. Page 1
  5. 5. Alamo Stone Marketing Plan2.0 Ideal Church Visitor We are looking for potential visitor that is looking for a church home here in San Antonio. Ideally we would like them to join the church and bec ome ac tive in small groups. We would want them to be from an area where they can communicate with others about Alamo Stone.2.1 Market Description Current Demographics: Church has a mix of all rac es and ages. We welcome anyone who would like a new church home. Behaviors: They are ac tive with their family and community. Geographic: Our visitors usually lives in North West San Antonio. If members live closer they are more likely to join small groups. Currently the majority remain inside 15 mile radius. There is a growing opportunity to target low income areas for church. Many larger churches avoid this market bec ause they cannot offer enough money to support the church.2.1.1 Description Pie Chart Figure 1: Pie Chart depicting the current ethnicity of Alamo Stone3.0 Remarkable Difference Alamo Stone (ASC) has many differences that cause them to stand out from other loc al churches. ACS has a foc us on outreac hing to people in the community. We let you come casual and be open to fellowship. we take time to know the individual visitor to build a family setting throughout the church. Differentiators · family oriental · foc used outreach Page 2
  6. 6. Alamo Stone Marketing Plan · casual dress3.1 Model Churches We will be modeling our efforts after the following churches: Oak Hills · High site ranking · Large membership · Pastor has significant book/audio sales Community Bible · 10 Locations · Many different ministries · High site ranking · Life groups Mars Hill · Community groups · Disc ipleship · Pastoral care and counseling · Redemption Groups · Volunteer teams4.0 Core Strategy We want to be seen as a church that welcomes everyone of any rac e any age or income level. We want to be known as a church that promotes the disc ipleship of members. Present a family oriented setting so people are willing to be involved in events and small groups.4.1 Key Strategic Indicators · Contac t cards filled out · Website visitors · PR mentions · Referrals · Members joining · Outreac h events attended · Small Groups attendance · Testimonials received Page 3
  7. 7. Alamo Stone Marketing Plan4.2 Core Branding Elements When people see our marketing materials, they will see our logo and our mission. We want everything to have one uniform look and feel whether it be website or business card or other materials. Our logo will be visible on the following: · Business cards (ASC cards, small groups card) · Attire (ASC Neighbor t-shirts) · Forms (c ontac t cards) · Stationary (key chain , pens, cups, napkins etc) · Advertising (flyers, posters) · Email format · Printed materials · Signage (DSU) · Website (alamostone.org)4.2.1 Logo5.0 Product/Service Innovation Prospects to the church- Quarterly Outreach Events · Birth of a cool: A time where individuals can showcase their talent in art, media, dance, and poetry. All ages are invited to this event. It is held Page 4
  8. 8. Alamo Stone Marketing Plan after the regular service on Saturday. Usually there are 10-15 contestants and 3 judges that pick the winners. Prizes are close to $200 of value. Cost to the Church equals $300.00 · Saturday Night Live: An event where the church outreaches to an apartment complex and invites residents to come and socialize. Cost of the church equals about $1,000.00 · Movie Night- A time where the church purchases movie tickets for new members and visitors to see a movie at a local theater.Members - · Phileo-Small Bible study group targeted for everyone, including family and youth and is held Sunday nights. Usually at a volunteers house. · Scripture- Scripture memorization group usually meet Friday mornings. Open to everyone. Good for people looking to learn to retain 2 bible verses at a time. · Youth Breath Easy- Prayer teams break-out into groups, Targets college students and is held at a volunteers house. Food is provided and short message is preached . · Mothers - Ladies night out small group geared towards women. Page 5
  9. 9. Alamo Stone Marketing Plan · Study with Betheas- Family event hosted in local apartment complex at Woodhill Apartments in San Antonio.5.1 Hourglass Strategy After someone shows interest in the church, we offer them a gift pac kage that includes stationary and media items including: · CD/DVD of Sermons · Keychain · Pen with Alamo Stone Logo · Cups with logo · Pastor Books · Broc hure with the history and events of Alamo Church · List of upcoming events that will take plac e Visitors will also fill-out a contac t card so we can reach them in the future. They will get an invitation to free events and other ac tivities. We will send them a Fac ebook request for the Alamo Stone Fan Page as well. ASC will invite them to more church services and outings and to free events so that they can bec ome involved in the church. We then request them to join a new members class to get familiar with the church. Once the visitor bec omes a member, we will try to get them to bec ome an ac tive member by join small groups and volunteering their time to assist with small groups. Church member will grow familiar with ASC and hopefully, gain referrals from other family members to attend the church.5.1.1 New Member package These will be the items given to new members once they join the church. Each item will have an Alamo Stone logo on top. These are intended to make the person fill welcome and motivate them to come bac k to the church. · Gift pac kage · Sermon Dvd/audio · Mug/c up · key chain · pens · Fridge Magnet · Info Broc hure Page 6
  10. 10. Alamo Stone Marketing Plan5.2 Price Rationale The reason why these offerings are free is bec ause we want to grow to a certain amount of members before we began to charge for theses events and materials. We want to build trust upfront bec ause churches generally have a bad reputation when it comes with money issues. This is well worth the free pricing as the budget permits it. When it gets to the point where the cost is to much for the church to handle we will figure out a pricing strategy.6.0 Marketing Materials Ways to reac h our target market: · Our website and Internet Marketing · Direct mail · Newspaper advertisements · Local Television · Radio Advertising Page 7
  11. 11. Alamo Stone Marketing Plan · Weekly/Quarterly Newsletters · Testimonials on site video/audio/print6.1 Testimonial Plan Quotes will be gathered quarterly from people that we have noticed we have made an impac t on. Usually, it is done around the same time as the quarterly. "See what others have to say about us." will be posted on the site. We will also form case studies when we come ac ross members that have had a great experience.7.0 Web Plan Website: www.alamostone.org The website will be used to communicate to potential visitors and members of the church. It will include sermons, videos, pictures, and church beliefs. The current website was created in 2007 and has been revised and edited since then. Landing pages will be created for particular events to make it easier for visitors to sign up. Analytics has already been installed to trac k traffic to the site.7.1 Content Strategy The ASC website will be maintained by a web developer and a graphic designer. The content will be changed continuously and updated every week with new pictures video from rec ent ac tivities. Site will enable people to sign up for events and watch sermons that have taken plac e. Site will include the following: · Picture & video of church events · Sermons synopsis · Event sign up · Able to join small groups Page 8
  12. 12. Alamo Stone Marketing Plan · mission vision · Testimonials7.2 Search Engine Strategy We will have a loc al SEO strategy that targets people in San Antonio. The foc us of our strategy will be to reach the loc al audience in San Antonio by building word of mouth, direc tory, and natural search results. We will tie this plan together under the theme of getting people to come that want to be involved in a church. Keywords will be variations of the keyword "San Antonio Church". Posting the site to high traffic sites is also one of our main objec tives such as yelp, dmoz, netministry.com, and others to get you maximum audience. Keywords Targeted/ Montly Search Results Keyword Exac t Searches Phrase Search Broad Searches San Antonio Church 480 1,900 60,000 San Antonio Churches 590 880 60,000 Church in San Antonio 91 4,400 60,000 Churches in San Antonio 320 4,400 60,000 San Antonio Christian Church 58 58 1,300 san antonio church 78240 <50 - -7.2.1 Web traffic forcast Page 9
  13. 13. Alamo Stone Marketing Plan7.3 Social Media Plan We will gather a list of all direc tories, hub pages, squidoo, and personalized sites made for business listing. Find out what direc tories are the best fit for the site. This will be a list of 50 to150 quality direc tories. We make sure that the directories are high volume traffic sites that will yield visitors. This will happen concurrently with our link building strategy. Church will utilize: Fac ebook- We will ac tively attempt to try to add new members to the group fan page by adding that as a required effort when they fill out the contac t form. We will attempt to post a comment on the Fac ebook page every week. The comments can be about what ASC did over the service or what happen during an event. Every week will be sufficient. The designer at BIF Technologies, Corporation will upload more information such as media, pictures, and video.7.3.1 Blog http://roderickbarnes.com/blog/ http://tobeyourhandsandfeet.blogspot.com/ The pastor has been updating his blog since December 2007. We plan on submitting the blog to the top ten blog direc tories such as http://blogs.botw.org/ 257,000 site visitors, http://www.blogcatalog.com/ which has 675,000 visits . The more visits the direc tory has the more likely people take a look at the site. Page 10
  14. 14. Alamo Stone Marketing Plan8.0 Lead Generation Plan Our advertising plan is event foc used. We have quarterly on the large events that happen eac h year. We want people to come meet with us so that we can show them all of the benefits of working with us. Traditional Paid -Radio Advertising We will have radio ads on select radio stations to promote a specific event a week before the event date -Movie Theater Preview Theater advertising consist of choosing a selec t theater and to advertise in. Then our 15 sec to 30sec commercial will show up before eac h and every movie on every sc reen in the theater. -Television We will plan to create a commercial for the church to run a few times a week early mornings , mid day and late night loc al television show visits to promote event right before event date. -Newspaper We will run small advertisements 3x3 in the largest newspaper to promote events. -Pay Per Click Depending on budget we will have a pay per click campaign to manage. Free Advertising -Online Event Direc tories For eac h event we will have promote to high ranking event sites such as eventbrite and mysanantonio. -Classified ads Craigslist and other classified ad sources is a big help when promoting any event online -Soc ial Media Posts will be made throughout the week before the event to give awareness to our current members Poster hand out-A team will ac tively pass out flyers during the weeks nearing the event.8.1 Advertising Media Tracking Kits With Most Value For each Event for a week Page 11
  15. 15. Alamo Stone Marketing Plan Advertisin Company Description Distributi Cost/Ad Total g Medium on Newspaper San One 1 c ol. X 3” full color in Express 558,543 $70 $399 antonio News (Friday or Saturday) Express One 1 c ol. X 3” full color in Glance (Sunday) Plus online Flyerboard for three days in SACommunities. TV Channel 4 Chance to get on Living Show and talk 10am- $1800 $1800.00 about Services for 5-7minutes/ Video 11am posted on SaLiving.com for 12 weeks. 14,000 TV KSAT 12 News television $100-150 for early NA $100/30s $600/ 6 morning and late night commercials $350 ec showings for noon per showing $1,000 for prime time showing 30sec. Theater Paladium 19 sc reens +imax/ 20k movies/ 6 884,000 $7199/6 $1199/ month c ontrac t month month Radio WOAI WOAI 2p-7p $90 136,000 $90/15se $90/1 c Radio COX Magic 105.3 500k $80/30se $80/1 Wednesday-Friday 4 spots/wk 6am- c 7pm $80/spot Wednesday-Friday 4 spots/wk 7pm- 12m $20/spot Saturday 2 spots/wk 7am-10am $50/ spot Radio Clear 7p-12midnite Rates/ KXXM $35 NA $35-60/ $35/1 Channel per 30 sec commercial i TV Chanel 4 Early late show times $85/ 30 sec $85/30se $340/4 showing c showings9.0 Service Experience We will ac tivity reward our members by doing events such as "Free movie night." We will create surveys and ask for advice from the members and visitors to gain info on how we are doing and what we can do better to remain effective. We will have a follow-up after we get the contac t info within a week.10.0 Marketing Calendar These are the current calendar of events for 2011. Most of these dates may change along with items being added on. Page 12
  16. 16. Alamo Stone Marketing Plan10.1 Monthly Months Marketing Event 1 Jan. 2 Feb Birth of the Cool (February 19) 4 services 3 March Saturday Night Live weekend or two (March 5) Movie Night (March 19) 4 services 4 April 5 services 5 May 4 services 6 June Saturday Night Live (June) 4 services 7 July Movie night July 30 Birth of cool July 9th 5 services 8. August 4 services 9. September 4 services 10. October Saturday night Live (October) 29 fall festival 3 services 11. November Birth of Cool (November)12th 5 services 12. Dec ember Movie Night (Dec ember) Dec 10th 5 services11.0 Critical Numbers These are the forecasted numbers that we hope for in the coming year. We will implement a measurement strategy at the end of the year that lets us know how close we were to reac hing the goal.11.1 Forecast Page 13
  17. 17. Alamo Stone Marketing Plan11.2 Marketing Expense Budget Expenses include: -Theater Ads -Television Ads -Movie Night Tickets/expense -Quarterly Print -Inserted Row -SNL expenses food etc -Birth of a Cool Prizes -Promotional Material(posters) -Stationary gift pac kage Table: Marketing Expense Budget Marketing Expense Budget 2011 2012 2013 Radio Ads $900 $0 $0 Newspaper/Magazines Ads $1,197 $0 $0 Theater Ads $7,194 $0 $0 Television Ads $3,600 $0 $0 Movie Night Tickets/expense $3,000 $0 $0 Quaterly Print $380 $0 $0 New Member/visitor gift package x300 $1,200 $0 $0 SNL expenses food etc $1,500 $0 $0 Birth of a Cool Prizes $1,050 $0 $0 Promotional Material(posters) $200 $0 $0 ------------ ------------ ------------ Total Sales and Marketing Expenses $20,221 $0 $0 Percent of Sales 3504.51% 0.00% 0.00% Page 14
  18. 18. Alamo Stone Marketing Plan11.3 Measurement Plans We will keep trac k eac h month of all expenses. We will consult with the elders to make sure funds are still available throughout the projec t.12.0 Marketing Organization Chris N. Cheetham-West will be the person in c harge of the projec t. He is the president of AMA and the marketing direc tor at BIF Technologies. The plan will be carried out by BIF Technologies, AMA, and Alamo Stone church volunteers. Below is a chart with details and roles of the different organizations involved. Alamo Stone elders will have the final dec ision on all our marketing efforts. We will get our budgets and promotional material approved before we go forward with c ampaign. BIF Technologies- BIF will help with the proc ess bec ause the company has talent that includes web-development, design, writing. American Marketing Association UTSA- The AMA will help us with planning the overall strategy of the campaign. They will be volunteering at the events and making sure marketing efforts are trac ked efficiently. AMA will help us with online marketing methods for the events. Alamo Stone Volunteers- Alamo Stone church members will be volunteering to carry out some of the methods including contac t cards, and coordinating the events. They will also help with the distribution of flyers, and posters. Page 15
  19. 19. Alamo Stone Marketing Plan Page 16
  20. 20. AppendixTable: Sales ForecastSales Forecast Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecUnit SalesNew Visitors 10% 1 1 1 1 1 1 1 1 1 1 1 1Members 5% 1 1 1 1 1 1 1 1 1 1 1 1 25% 1 1 1 1 1 1 1 1 1 1 1 1Total Unit Sales 3 3 3 3 3 3 3 3 3 3 3 3Unit Prices Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecNew Visitors 15 20 35 35 35 40 40 45 45 50 50 50Members 2 2 5 8 8 10 10 12 15 15 15 15 0SalesNew Visitors 15 20 35 35 35 40 40 45 45 50 50 50Members 2 2 5 8 8 10 10 12 15 15 15 15 0 0 0 0 0 0 0 0 0 0 0 0 0Total Sales 17 22 40 43 43 50 50 57 60 65 65 65Direct Unit Costs Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecNew Visitors 0.00% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00Members 0.00% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 0 0.00% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00Direct Cost of SalesNew Visitors $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0Members $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0Subtotal Direct Cost of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Page 1
  21. 21. AppendixTable: Marketing Expense BudgetMarketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecRadio Ads $0 $300 $0 $0 $0 $300 $0 $0 $0 $300 $0 $0Newspaper/Magazines Ads $0 $399 $0 $0 $0 $399 $0 $0 $0 $399 $0 $0Theater Ads $0 $1,199 $1,199 $1,199 $1,199 $1,199 $1,199 $0 $0 $0 $0 $0Television Ads $0 $0 $1,800 $0 $0 $0 $0 $0 $0 $0 $1,800 $0Movie Night Tickets/expense $0 $0 $1,000 $0 $0 $0 $1,000 $0 $0 $0 $0 $1,000Quaterly Print $0 $0 $95 $0 $0 $95 $0 $0 $95 $0 $0 $95New Member/visitor gift package x300 $0 $400 $0 $0 $0 $400 $0 $0 $400 $0 $0 $0SNL expenses food etc $0 $0 $500 $0 $0 $500 $0 $0 $0 $500 $0 $0Birth of a Cool Prizes $0 $350 $0 $0 $0 $0 $350 $0 $0 $0 $350 $0Promotional Material(posters) $0 $0 $50 $0 $0 $50 $0 $0 $50 $0 $0 $50 ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------Total Sales and Marketing Expenses $0 $2,648 $4,644 $1,199 $1,199 $2,943 $2,549 $0 $545 $1,199 $2,150 $1,145Percent of Sales 0.00% 12036.36% 11610.00% 2788.37% 2788.37% 5886.00% 5098.00% 0.00% 908.33% 1844.62% 3307.69% 1761.54% Page 2
  22. 22. AppendixTable: Key Marketing MetricsKey Marketing Metrics Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecRevenue $17 $22 $40 $43 $43 $50 $50 $57 $60 $65 $65 $65Leads 0 0 0 0 0 0 0 0 0 0 0 0Leads Converted 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%Avg. Transactions/Customer 0 0 0 0 0 0 0 0 0 0 0 0Avg. $/Customer $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0Referrals 0 0 0 0 0 0 0 0 0 0 0 0PR Mentions 0 0 0 0 0 0 0 0 0 0 0 0Testimonials 0 0 0 0 0 0 0 0 0 0 0 0Other 0 0 0 0 0 0 0 0 0 0 0 0 Page 3
  23. 23. AppendixTable: Gap DashboardGap Dashboard Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecMinistry GoalsSermons 0 0 0 0 0 0 0 0 0 0 0 03 events each quarter 0 0 0 0 0 0 0 0 0 0 0 0Personal 3 0 0 0 0 0 0 0 0 0 0 0 0BusinessIncrease Service attendance by 40% Service. Atten.. 220 220 350 350 420 450 500 550 600 650 650 700Increase Event attendence by 30% Event Atten 120 130 140 167 180 100 130 140 150 160 165 170Reach 800 Church Members new members 10 10 15 20 25 30 30 30 30 30 25 25Increase website ranking all keywords Ranking top 100 top 100 top 100 top 50 top 50 top 20 top 20 top 10 top 10 top 5 top 5 top5Increase visitors to 1,000 unique Site visitors 300 300 500 540 540 600 620 640 640 640 700 750TacticalCreate feedback forms for attendance # of contacts 0 0 0 0 0 0 0 0 0 0 0 0Spend time weekly promoting./Mkt Time Spent 0 0 0 0 0 0 0 0 0 0 0 0Tactical 3 0 0 0 0 0 0 0 0 0 0 0 0StrategicEstablish a reputation # of new vist. 0 0 0 0 0 0 0 0 0 0 0 0Take advantage of different types of #types used 0 0 0 0 0 0 0 0 0 0 0 0media.Strategic 3 0 0 0 0 0 0 0 0 0 0 0 0 Page 4
  24. 24. AppendixResources UsedWebsiteswww.mondotimes.com (list of all media outlets by city. ala gives date establishedhttp://www.utsa.eblib.c om.libweb.lib.utsa.edu/patron/FullRecord.aspx?p=433788&userid=vjyRBOkMxD7KX8ZqqjhBBw%3d%3d&tstamp=1294343005&id=3CB95A5E7DD7305B0CA4AD149A2A19E753325842 faith based mkthttp://www.churchmarketingsucks.comhttp://www.churchmarketingsucks.com Page 5
  25. 25. AppendixTracking tables Contac t Cards Website Visits PR Mentions Small group attendance TestamonialsJanFebMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDec ember Page 6

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