2. Glassell Park Publishing (GPP) is a family-owned business that serves the vibrant
community of Northeast Los Angeles (NELA).
With a commitment to excellence and innovation, GPP provides it clients with
expertise in publishing, web development, public relations, graphic design,
copywriting and communications.
MISSION
STATEMENT
3. To establish and promote GPP as a quality resource
for the communications-related needs of NELA businesses.
To help GPP attain 3 clients in a 2-month period.
GOALS
4. About NELA
The historic, eclectic and diverse communities of
Northeast Los Angeles grew from the gentle valley and
hillsides along the Arroyo Seco, stretching in between
Downtown Los Angeles and Pasadena.
5. • Issue Before and After survey to Primary Audiences to
determine if awareness of GPP has increased.
• Sign 3 clients within a 2-month period.
• Completion by clients of Customer Satisfaction Survey.
EVALUATION TECHNIQUES
6. CURRENT SITUATION
• GPP is a new business.
• No other business in NELA offers GPP’s services.
• Increase in NELA-based businesses, cultural events and neighborhood
organizations. Potential GPP clients.
• NELA websites outlets to promote GPP.
7. SWOT ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
•Expertise & experience of personnel
•Small company, hands-on approach
•Affordable services
•Part of the neighborhood
•Involved in local issues
•Not yet established/no current clients
•Clients are small businesses or
non-profits with low budgets
•Potential clients may be unreliable
•GPP’s budget and time are limited
•Can only grow (no current clients)
•Target local businesses that need promotion
•NELA identity is growing
•Areas of gentrification
•Potential for business beyond the local market
•The economy
•Competitors
•Time and budget constraints
8. Includes local cultural and educational institutions, businesses, community events,
politicians, neighborhood groups, bloggers.
PRIMARY AUDIENCE
Businesses and organizations in the NELA
community that would benefit from GPP’s
services.
9. PLAN OBJECTIVES
• To create awareness of GPP
to its publics.
• To promote GPP’s services
to its publics.
• To obtain 3 clients within a
2-month period.
10. PLAN STRATEGIES
• Identify Primary Audience for potential clients
• Contact potential clients
• Create and distribute promo materials
• Increase GPP’s online presence
• Demonstrate a commitment to community causes
• Piggyback onto established businesses to strengthen GPP’s
credibility
11. PLAN TACTICS
• Conduct research to determine Primary Audience
• Contact target audience through personal visits, email, promo materials
• Contact target audience to schedule a presentation of GPP’s services.
• Create postcards and distribute to all Publics
• Create and distribute promotional note pads to target audience
• Enhance website and track activity
• Establish GPP presence on social media sites, local websites and blogs
12. RESOURCES TIME COST % USED TOTAL
Personnel
1 person @ $50/hr
20 hrs/wk
8 weeks $8000 $8000
Internet 2 mos $60/mo 20% $24
Phone
2 mos $150/mo 25% $75
Gas 2 mos $200/mo 10% $40
Postcards (250) $59 $59
Postage $73 $73
Note Pads (500) $490 $490
SUBTOTAL $8761
Contingency 10% $876
TOTAL $9637
Budget for Initial 2-month Phase of Plan
13. December Conduct PR plan
January Identify clients
May Issue Customer Satisfaction
surveys
Timetable
